Satisfação dos clientes: uma proposta aplicada ao segmento de "e-commerce"

Abstract

Consumer satisfaction has becoming one of the main goals for organizations that want to keep the competitiveness and to survive from the concurrence of the market. Satisfied customers have more probability to be loyal for a company, to repeat their shopping and to make a positive word-of-mouth. Thus, monitoring the satisfying indices is a way that an organization has to get a feedback from its performance, enabling the continuous improvement of its services. However, it can be perceived a gap of methodologies that are able to measure the online consumer’s satisfaction. Following this fact, the present work aims to propose a measurement method to gauge the satisfying level from e-commerce customers. It is based on the satisfying-models’ features that already were used to that function. The methods used to fundament this study were SERVQUAL, SERVPERF, Brazilian Quali Quant Model, Customer Window Model and the National Barometers (Swedish, American and European Models). Furthermore, some deepness interviews with six regular e-commerce users help to constitute the new method that was composed by 23 attributes divided in six dimensions: “visual and informational aspects”, “convenience”, “prices and payment conditions”, “postsell services”, “reliability” and “certainly and treatment”. The model was empirically validated applying it in a survey disclosed using Google Docs. It was collected 384 answers. Using them, it was possible to see that the better satisfying indices were achieved by “payment conditions offered”, “products delivered as the promise”, “delivered done until the deadline” and “trust in the site’s safety mechanisms”. The other attributes got average indices, what means that they can be improved. Besides, it was suggested, as a way to enrich it, some changes in the model, like alterations in some attributes, the exclusion of “post-sell services” dimension and the adding of “delivery services” dimension. Analyzing the deepness interviews it was possible to conclude that the elements which can affect the satisfying quality are: site’s usability and navigability, price, reliability and treatment.