Pesquisa de satisfação ainda funciona? um estudo transversal pela ótica do consumidor de uma empresa do segmento de máquinas pesadas para construção

Abstract

Due to technological solutions and innovations from manufacturing brands, the heavy machinery and equipment sales sector has grown and increased competition in Brazil. With similar products and services, one way to stand out is through customer relationship and the perception customers have about the services provided. In this regard, this study aims to analyze the importance of satisfaction surveys for the performance of a heavy machinery dealership in the construction sector. The research is a qualitative, descriptive and cross-sectional study, as it seeks to observe whether the consumer needs, identified through the satisfaction survey, are incorporated as factors that impact organizational performance. Data were collected from the instrument used by the company to evaluate customer satisfaction. Being a cross-sectional study, a map of suggestions was drawn up with a view to improving the company's performance in relation to consumer experience. The results show that the satisfaction survey is relevant, but Beta Company does not provide feedback on this information, meaning that the salespeople are not aware of the benefits of utilizing it, leading to low functionality and a lack of positive impact for the company.