Proposta de metodologia de mensuração da satisfação do cliente baseado em modelagem de equações estruturais para o setor automobilístico

Abstract

It’s known that tools that determine customer satisfaction are used during the product development process, as they ensure the rapprochement with the customer. In this way, this work presents a contribution to the study of customer satisfaction models. For this purpose, this work used the structural equation modeling to create a model of measuring customer satisfaction in the automotive industry. This work covered two phases: exploratory and descriptive. The exploratory phase counted on the selection of the determinants that would be part of the model, and the determinants selected were: customer satisfaction, image, quality, expectation, perceived value, claim and fidelity. With the determinants selected, the model was created. Finally, we went to the quantitative phase where it was possible to validate the model from a sample of 80 respondents. The results pointed out the validity of the proposed model, but with the exclusion of claim and fidelity determinants, due to constraints in the data.