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Previous issue date: 2009-03-16 / The competition in the telecommunications industry has grown in Brazil since the privatization, forcing companies that are active in the market to a growing commitment to quality products and services in order to survive. In this context, this work aims to understand the main factors that influence the degree of satisfaction exists in respect of a mobile operator with its corporate customers. The research covered theoretical concepts and analytical models of quality management system and models of indices related to the measurement of customer satisfaction. For the field research was carried out in a practical application of the main approaches based on this thesis by a case study in corporate segment, through a questionnaire applied to 10 consultants and 40 corporate customers of that company. Comparing the results of research with the consultants and corporate clients there is the concern of respondents to the indicators that comprise the constructs of customer satisfaction, commitment calculated, the price index and the handling of complaints, denoting the dissatisfaction of the general assessment for corporate customers with the carrier, against its current expectations. It is concluded that the mobile operator of the telecommunications industry have a big challenge, after ten years of privatization and consequently the period of rapid expansion of customer base and with the depleted, retain corporate customers as highly strategic, thus avoiding that migrate to other companies. We emphasize the need for further research and analysis of different approaches through research and using the same models to specifically evaluate and measure customer satisfaction of mobile enterprise, to adjust the model to the national market. Finally, we suggest the creation of an effective customer loyalty program with a strategy of relationship and specific to the corporate sector of mobile telephony / A competi??o no setor de telecomunica??es tem crescido no Brasil desde a privatiza??o, obrigando as empresas que est?o atuando no mercado a um comprometimento cada vez maior com a qualidade dos produtos e servi?os prestados para poderem sobreviver. Neste contexto, este trabalho tem como objetivo principal entender os fatores que influenciam no grau de satisfa??o existente na rela??o de uma operadora de telefonia celular com seus clientes corporativos. A pesquisa te?rica abrangeu conceitos e an?lise de modelos de sistema de gest?o de qualidade e modelos de ?ndices relacionados ? mensura??o da satisfa??o do cliente. Para a pesquisa de campo procedeu-se a uma aplica??o pr?tica das principais abordagens fundamentadas nesta disserta??o via estudo de caso no segmento corporativo, atrav?s de question?rio aplicado a 10 consultores corporativos e 40 clientes desta mesma empresa. Comparando o resultado da pesquisa junto aos consultores e clientes corporativos verificou-se a preocupa??o dos entrevistados com os indicadores que comp?em os construtos satisfa??o do cliente, compromisso calculado, ?ndice de pre?os e tratamento das reclama??es, denotando pela avalia??o geral a insatisfa??o dos clientes corporativos para com a operadora, contrariando suas expectativas atuais. Conclui-se que as operadoras de telefonia celular do setor de telecomunica??es t?m um grande desafio, passado dez anos da privatiza??o e conseq?entemente do per?odo de expans?o vertiginosa da base de clientes e com o mercado exaurido, reter os clientes corporativos considerados altamente estrat?gicos, evitando assim que migrem para outras empresas. Enfatizamos a necessidade de novas pesquisas e enfoques de an?lise diferenciada atrav?s de pesquisas utilizando o mesmo e outros modelos para avaliar e medir especificamente a satisfa??o do cliente corporativo de telefonia celular, visando ajustar o modelo ao mercado nacional. Por fim, sugerimos a cria??o de um programa de fidelidade efetivo com uma estrat?gia definida de relacionamento e espec?fica para o setor corporativo de telefonia celular
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/14917 |
| Date | 16 March 2009 |
| Creators | Baginski Neto, Luiz Carlos |
| Contributors | CPF:53820126449, http://lattes.cnpq.br/9745845064013172, Sousa Neto, Manoel Veras de, CPF:36566721487, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4789716A1&dataRevisao=null, N?brega, Kleber Cavalcanti, CPF:38123967420, http://lattes.cnpq.br/7667731949775312, Costa, Jos? Alfredo Ferreira |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Engenharia de Produ??o, UFRN, BR, Estrat?gia; Qualidade; Gest?o Ambiental; Gest?o da Produ??o e Opera??es |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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