Cliente mistério como ferramenta para melhoria da gestão da qualidade em serviços

Abstract

The mystery shopping is a qualitative market research tool that essentially seeks to get real feedback on the quality of service provided. Given the high competitiveness in the current market, measuring customer satisfaction through questionnaires is no longer enough, because to generate competitive advantage it is necessary to achieve excellence in the service experience with customer focus. This dissertation had as its methodology the single case study that was developed in a Portuguese telecommunications company, which for reasons of confidentiality was not made explicit. In the case of the sector with the highest number of complaints in the market, it seems evident that more studies to understand the failures in the service of this sector are relevant. Likewise, the development of tools that will help to develop a higher quality of service delivery and consequently improve customer service satisfaction. In order to carry out the study, the methodology was divided into three stages, literature review, preparation of the semi-structured script that was used as an instrument for data collection, field research carried out through mystery shopping, analysis of scripts and presentation of the results found . The research was applied in two different periods, in order to be able to use the previous data for a possible comparison of results and to help in the perception of the contribution of the mystery shopping application to the organization, being possible to have a comparative analysis of the changes that occurred after the first Mystery shopping visit and the second. After analyzing the data collected, management improvements were suggested and the results were presented, that is, the main failures in the company's attendance. Also regarding the results presented, it was not possible to confirm the effectiveness of the mystery shopping application as an improvement tool for the management of the quality of the services, since there was no employee training by the company in the time interval of the research, evenso, in the study that was done, relevant results were found and it is expected that these results present important contributions to the company, when implementing the suggestions presented, as well as for the other operators of the Portuguese telecommunications sector that can consult this work.