Uma contribuição à avaliação dos impactos da gestão de estoque na satisfação e fidelização pós-vendas de clientes de concessionárias de automóveis : um estudo empírico em Natal-RN

摘要

This paper aims to conduct a study to evaluate and measure the possible impact thatthe unavailability of spare parts can have on customer satisfaction for car dealershipsin the post-sales. A theoretical-conceptual review on the subject of satisfaction andloyalty, on the backdrop of the reality of the automobile market, allowed theconstruction of a research tool dedicated to collect opinions of car owners, to allowan analysis empirical relationship between the availability of parts, repairs orscheduled service possible, and change or stay on the mark on the occasion ofchange of vehicle. 236 forms were applied to car owners in the city of Natal / RN.The results obtained in this survey allowed the identification of the unavailability ofparts as a significant factor, among others, the motivation for the customer to switchbrands. Collaterally, we could also conclude that the dynamics of change in marks,whatever its motivation, is reflected in the perceived positions of the different brandsas the market share both in strictly quantitative terms and in terms of relativepositioning, with significant changes in the ranking of consumer preferences fordifferent brands available