Estudo da relação entre as avaliações dos touchpoints na jornada do consumidor e a satisfação final do cliente

• Ano de defesa: 2023
• Autor(a) principal: Pinheiro , Lucas Leal
• Orientador(a): Figueiredo , Júlio César Bastos de
• Banca de defesa: Almeida, Luciana Florêncio de, Oliveira, Tânia Modesto Veludo de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: jornada do consumidor; touchpoints; satisfação do consumidor
• Palavras-chave em Inglês: customer journey; touchpoints; customer satisfaction
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/714

The objective of this work is to study the relationship between touchpoints evaluations into customer journey and overall customer satisfaction. For this, 82 customers responses of satisfaction survey from an American technology company in Brazil were analyzed. This survey evaluated customer satisfaction at touchpoints along the customer journey and overall satisfaction using the Promoter Score indicator. A multiple linear regression was used to verify the relationship evaluated in each stage at the journey with the Promoter Score. As a result, a relationship model was created relating the evaluations of the main touchpoints and the customers' Promoter Score. The instrument obtained allows companies to develop efficiently actions plants focusing on touchpoints that contribute to the overall satisfaction of their customers.