Da satisfação como objetivo à satisfação como abordagem estratégica

Abstract

This research aims to present briefly the transformation of satisfaction focused on service excellence in satisfaction as a strategic approach. Think this relationship implies transforming satisfaction in objective to be achieved with improvements in service, although focused on quality, to an extended approach, in which satisfaction operates as the foundation of organizational structure, that is, as that which guides the company, in view of determining which elements and areas have greater value for the customer and what can be done to expand the customer company relationship, in order to extend the term of this relationship. From the "value chain" of Porter and the perspective of "relationship marketing", we see promising alternatives, which, in turn, demands a greater openness to the media and customers, creating forms of direct contact. In the end, what you have is the prospect of trying to understand the needs and desires of customers, and realize that these needs and these desires are constantly changing, requiring dynamic and flexible company, if you want to respond to the demands and get satisfaction client. Finally, research is bibliographical, seeking more think the prospects driven literature.