obtenção da voz do consumidor: estudo de caso em um hotel ecológico obtaining the voice of customer: a case study in an ecological hotel

Clicks: 385
ID: 138478
2003
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Abstract
Selecionar as métricas adequadas para compreender e monitorar a satisfação dos clientes é decisivo para que a empresa oriente suas ações e decisões de melhoria na busca do atendimento destas necessidades, em especial no setor de serviços, em que a retenção dos clientes é uma fonte de vantagem competitiva. Neste artigo apresenta-se uma proposta de aferição da satisfação do cliente para o setor de serviços. A pesquisa foi desenvolvida através da abordagem metodológica de estudo de caso, realizado num Hotel Ecológico, no qual é introduzida uma classificação para as características de qualidade críticas, bem como o uso do AHP (Analytic Hierarchy Process) como ferramenta de priorização das métricas no modelo proposto. Neste trabalho, propõe-se um instrumento de obtenção da voz do consumidor e uma aplicação piloto.
The selection of appropriate metrics to better understand the customer needs is critical. These customer needs should be the driver of company decisions in order to achieve a competitive advantage especially on service sector. This paper presents a customer satisfaction metric system to be used in the service sector. This research was developed through the case study methodology performed in an Ecological Hotel. A ranking of critical characteristics was obtained through the AHP method (Analytical Hierarchic Process). This work is directed toward a proposal of a voice of customer tool and pilot application.
Reference Key
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Authors ;Augusto de Toledo Cruz Junior;Marly Monteiro de Carvalho
Journal Neotropical entomology
Year 2003
DOI
10.1590/S0103-65132003000300008
URL
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-65132003000300008
Keywords
AHP hotel services

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