Atendimento ao cliente como elemento de diferenciação competitiva : estudo em uma empresa varejista do ramo óptico

Abstract

In recent years, organizations are constantly changing, whether because of the economy, new technologies, widespread competition, and new management models. In addition, the modern customer seeks quality, excellence and satisfaction in the services and products he consumes. Considering that the service aims to maximize the quality, satisfaction, and the customer's return to the company and to follow and satisfactorily meet these factors, companies adopt strategies in which customer service is positioned as an element of differentiation and competitive advantage for their business. Thus, companies seek to provide exclusivity to satisfy customer needs and thus stand out from the competition, ensuring better results. In this context, this course completion work aimed to analyze customer service as an element of differentiation and competitive advantage for an optical retailer. The methodology adopted was to conduct a study of a basic and applied nature, with a qualitative approach, descriptive in terms of objectives and with procedures for bibliographic research and a single case study. Evidence was collected using a semi-structured interview script, non-participant observation and document analysis. The perceived results reveal the essential dimensions in customer service, the main strategic actions directed to customer service and the role of the relationship with the customer as a competitive tool.