A gestão de estoque na satisfação e fidelização no pós-vendas de concessionárias de automóveis

Abstract

In view of the importance of inventories for the permanence of organizations in the market and the consequences that the lack of it has directly on consumer satisfaction. The study aimed to analyze the impacts of inventory management on after-sales customer satisfaction and loyalty of car dealerships in the city of Araguaína, Tocantins. A survey was carried out with 100 drivers using a self-completed questionnaire consisting of the variables connection with the brand, satisfaction with after-sales service and customer loyalty. The study aimed to analyze, interpret and discuss the relationships between the variables, and test the hypotheses proposed according to the literature review carried out. The research has a quantitative approach, whose data were analyzed using the statistical software Statistical Package for the Social Sciences (SPSS), version 24.0. With the results obtained, the averages, standard deviations, response scales, bivariate correlation coefficients (Pearson's r) of the variables, and simple linear regression analysis were presented. With the results obtained, it is understood that post-sales satisfaction, self-connection with the brand and customer loyalty are correlated and that post-sales services influence the view that the consumer has in relation to the brand