Estratégias de relacionamento com clientes em uma empresa prestadora de serviços, em reparos automotivos

Abstract

The present work deals with customer relationship strategies to improve the price and perceived value of a Pedro Car automotive repair shop located in Passo Fundo - RS. The theory used was the value determinants of (Kotler; Keller, 2006, p. 140), which subsidized the interview script, characterized in a qualitative research, seeking to know which aspects were value generators for the customer in automotive services. Based on the responses, it can be noted that the quality of services and care were attributes that customers reported positively about the workshop. However, customers emphasized that the execution and delivery time, and the lack of employees, which in turn are directly linked, generate dissatisfaction. As relationship strategies, the company proposes to involve customers even at distance, through communication platforms and also promote meetings such as cocktails with customers, doing that they understand the time it takes to do a good job.