Trabalho de Conclusão de Curso de Especialização
Avaliação da satisfação dos clientes/anunciantes de um veículo de comunicação sob ótica da análise multivariada
Fecha
2007-03-26Autor
Lírio, Gilvete Silvania Wolff
Institución
Resumen
According to the perception of some theories, the focus of the enterprises theses days is
on the satisfaction of its clients, which means developing products and offering services
that match the customers’ needs and desires. The purpose of the present work was to
assess the clients satisfaction of O Mensageiro, which is a newspaper based in the
northwest of the state of Rio Grande do Sul, after they have been served. In order to do
so, a questionnaire was developed and this was split into two parts: the first with data
related to the enterprise and the second with questions about the satisfaction with the
service rendered. Initially, the descriptive analysis was used, followed by a crossing of
the most significant variables of the first part of the questionnaire, providing a profile of
the advertising companies. After that, an analysis of the second part of the questionnaire
was carried out, where multivaried methods were used, including the Factor Analysis
and the Principal Components Analysis, in order to identify which were the most
statistically relevant variables shown by the factorial plans after the extraction of the
principal components. The number of original variables consisted of 12 variables and
after the application of the methods mentioned above only 3 were studied. After
applying the multivaried methods it was possible to conclude that the O Mensageiro
clients choose this means of communication for the price and the investment payback,
they also check that the advertisement published reaches its goals and finally they take
into consideration the services of the agent who servers them.
The results obtained will be used by the enterprise to improve its performance and the
quality of the services rendered to its clients, and therefore, to increase its profits.