A satisfação dos Serviços Pós-Venda de Clientes de um Veículo de Comunicação Escrita, sob a Ótica da Análise Multivariada
DOI:
https://doi.org/10.5902/2179460X9832Abstract
Este trabalho procurou avaliar a satisfação dos clientes do JornalO Mensageiro, localizado na região noroeste do estado do Rio Grande doSul, após o recebimento de um determinado serviço. Para isso, procedeuseà elaboração de um questionário, que foi dividido em duas partes: a primeiracontemplando dados relacionados à empresa, e a segunda com perguntasacerca da satisfação do serviço recebido. O número de variáveis originaisfoi composto de 12 variáveis e, após a aplicação dos métodosmultivariados apenas 3 novas variáveis foram analisadas. Após a aplicaçãodos métodos multivariados, pode-se concluir que os clientes do Jornal oMensageiro escolhem esse veículo de comunicação pelo preço, pelo retornodo investimento, se o anúncio publicado atingiu os objetivos e, por fim,pelo atendimento do agente. Os resultados obtidos serão usados pela empresapara melhorar o atendimento e o desempenho frente aos seus clientes,trazendo, assim, um retorno financeiro de maiores proporções.Downloads
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