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Authors
Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo estudar o impacto que os processos de inovação a aplicar pelas empresas possam ter na satisfação dos clientes, mais concretamente no que toca ao setor segurador, tendo em conta o contexto atual do mercado.
A inovação é um conceito que cada vez mais é indispensável para a sustentabilidade das empresas, de forma a tornarem-se competitivas no mercado em que operam. O setor segurador não é exceção, existindo uma necessidade constante na disponibilização de produtos/serviços inovadores como vantagem competitiva, no entanto num setor como o dos seguros em que os produtos e serviços disponibilizados são muito semelhantes entre congéneres, é muito difícil existir diferenciação.
Os processos de inovação podem ser tecnológicos ou organizacionais, sendo que dentro destes a inovação pode ser incremental, radical ou disruptiva.
Para além da inovação constante, a satisfação do cliente tem ganho crescente importância nas estratégias das empresas, sendo as expectativas e experiências dos mesmos cada vez mais relevantes para as organizações e o sucesso do negócio.
No seguimento da análise da satisfação cliente foi considerado o modelo Best European Customer Experience (BECX), que avalia o contributo para satisfação dos clientes relativamente a determinado produto ou serviço adquirido, considerando diversos fatores como a qualidade e valor percecionados pelo cliente, as emoções despertadas e experiências obtidas, os canais mais utilizados pelos clientes, bem como a lealdade dos
mesmos.
Como metodologia foi realizado um questionário, divulgado nas redes sociais Facebook, Instagram e Linkedin, com o intuito de analisar a importância da inovação para que os clientes se sintam satisfeitos e assim se mantenham fidelizados às empresas.
No seguimento dos estudos analisados e dos resultados da metodologia utilizada, podemos considerar que de facto existe uma relação positiva entre a inovação e a satisfação dos clientes, especialmente no que toca ao setor segurador aqui em análise. Isto deve-se ao facto de se tratar de um mercado muito concorrencial, cada vez mais tecnológico e onde os clientes privilegiam a autonomia e rapidez no serviço, pelo que a disponibilização de ferramentas e aplicações que o permitam trata-se de uma vantagem competitiva e conduz a uma maior satisfação e lealdade dos clientes.
This dissertation aims to study the impact that innovation processes applied by companies can have on customer satisfaction, more specifically with regard to the insurance sector, taking into account the current market context. Innovation is a concept that is increasingly essential for the sustainability of companies, to become competitive in the market in which they operate. The insurance sector is no exception, there is a constant need to provide innovative products/services as a competitive advantage, however in a sector such as insurance where the products and services available are very similar between counterparts, it is very difficult to differentiate. Innovation processes can be technological or organizational, and within these innovation can be incremental, radical or disruptive. In addition to constant innovation, customer satisfaction has gained increasing importance in company strategies, with customer expectations and experiences becoming increasingly relevant to organizations and business success. Following the analysis of customer satisfaction, the Best European Customer Experience (BECX) model was considered, which evaluates the contribution to customer satisfaction regarding a specific product or service purchased, considering various factors such as the quality and value perceived by the customer. , the emotions aroused and experiences obtained, the channels most used by customers, as well as their loyalty. As a methodology, a questionnaire was carried out, published on the social networks Facebook, Instagram and Linkedin, with the aim of analyzing the importance of innovation so that customers feel satisfied and thus remain loyal to companies. Following the studies analyzed and the results of the methodology used, we can consider that there is in fact a positive relationship between innovation and customer satisfaction, especially with regard to the insurance sector under analysis here. This is due to the fact that it is a very competitive market, increasingly technological and where customers prioritize autonomy and speed of service, so the availability of tools and applications that allow this is a competitive advantage and competitiveness leads to greater customer satisfaction and loyalty.
This dissertation aims to study the impact that innovation processes applied by companies can have on customer satisfaction, more specifically with regard to the insurance sector, taking into account the current market context. Innovation is a concept that is increasingly essential for the sustainability of companies, to become competitive in the market in which they operate. The insurance sector is no exception, there is a constant need to provide innovative products/services as a competitive advantage, however in a sector such as insurance where the products and services available are very similar between counterparts, it is very difficult to differentiate. Innovation processes can be technological or organizational, and within these innovation can be incremental, radical or disruptive. In addition to constant innovation, customer satisfaction has gained increasing importance in company strategies, with customer expectations and experiences becoming increasingly relevant to organizations and business success. Following the analysis of customer satisfaction, the Best European Customer Experience (BECX) model was considered, which evaluates the contribution to customer satisfaction regarding a specific product or service purchased, considering various factors such as the quality and value perceived by the customer. , the emotions aroused and experiences obtained, the channels most used by customers, as well as their loyalty. As a methodology, a questionnaire was carried out, published on the social networks Facebook, Instagram and Linkedin, with the aim of analyzing the importance of innovation so that customers feel satisfied and thus remain loyal to companies. Following the studies analyzed and the results of the methodology used, we can consider that there is in fact a positive relationship between innovation and customer satisfaction, especially with regard to the insurance sector under analysis here. This is due to the fact that it is a very competitive market, increasingly technological and where customers prioritize autonomy and speed of service, so the availability of tools and applications that allow this is a competitive advantage and competitiveness leads to greater customer satisfaction and loyalty.
Description
Mestrado em Controlo de Gestão e Avaliação de Desempenho
Keywords
Inovação Satisfação do cliente Setor segurador Innovation Customer satisfaction Insurance sector
Citation
Gomes, C. S. D. (2024) Impacto da inovação na satisfação do cliente – Caso do setor segurador. [Dissertação de mestrado, Instituto Superior de Contabilidade e Administração de Lisboa]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17561