Análise de satisfação de clientes do ramo de seguros

Abstract

Currently, the study of consumer behavior is of great value to any company that seeks to have a close relationship with its customers, in addition to offering the right products to the right people, meeting their needs and generating profit. But for this, it is necessary that in addition to understanding the behavior of their customers, these companies also seek to understand what generates their satisfaction and the factors that interfere in this variable, so that it is possible to obtain a large number of satisfied and loyal customers. Therefore, the present work analyzes the satisfaction of customers in the insurance industry. The methodological approach used was qualitative and quantitative, with literature review and case study. The data used for the analyzes were obtained through the application of a questionnaire, which was made available through an electronic form link in emails, but also through social networks: Whatsapp and Instagram, this step being carried out in the period of October 2021. to February 2022. For the analyses, the structural equation modeling technique was used and its assumptions were met, in order to obtain a model of satisfaction perception. When observing the results, it was found that among the interviewees, the female gender, with 51.52%, was the gender that most responded to the questionnaire, since the most purchased insurance is car insurance with a total of 115 individuals out of 165 respondents. In relation to obtaining the model, it was observed that the Perception of Satisfaction is positively influenced by the constructs: Perception of Loyalty, Perception of Reliability, Perception of Price and Perception of Quality, thus generating a complete model from these influences, concluding that satisfaction can be measured from the perception of consumers.