Implantação de pesquisa de satisfação pós compra como incentivo ao desenvolvimento de um processo pós-venda e melhoria do PDP em indústria de pequeno porte

Abstract

This study seeks to encourage the development of a post-sale process in small industry from the implementation of post purchase satisfaction survey. With the growing competition, the company has been increasingly looking to improve the quality of its products and services, aiming at profitability and pioneering the industry in which it operates, in order to differentiate themselves in the face of its competitors. Thus, it is important to create strategies that enable the company to achieve such purposes. Thus, we present the aftermarket as a differentiation opportunity, because it is found that this activity can bring benefits such as: loyal customers, increased customer satisfaction for the product or offered service and preference for providing a longer lasting service. From the application of the satisfaction survey, the information gathered may be used for the improvement of the said company's product development process and thus increase the future action plan after the sale. The study focused primarily on literature for theoretical understanding and building a reference on the subject and application of a questionnaire with clients of the company in order to obtain data for analysis compared with the theory. It is observed that the use of questionnaire along to buyers of the company allowed customers to visualize how the client relates to products sold as well as possible improvements to the development process and products in order to increase customer satisfaction.