Publication: ATRIBUTOS DE MAYOR IMPACTO EN EL NIVEL DE SATIFACCIÓN DE CLIENTES CASO APLICADO A ESTACIONES DE SERVICIO PETROBRAS
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Date
2016-09
Authors
RODRÍGUEZ SÁNCHEZ, MORÍN
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Abstract
El contexto de esta tesis se sitúa en el mercado de venta de
combustible al detalle, representado por tres actores principales que en su
conjunto poseen más del 94% del mercado: Copec, Enex y Petrobras.
Esta industria altamente competitiva se desarrolla en un ambiente
económico de grandes variaciones en sus precios, obligando a
implementar mecanismos que notaran en menor grado las fluctuaciones.
Copec es sin duda la principal compañía que mueve el mercado de
combustible, con una posición de liderazgo, tanto en precios como en los
modelos de operación a nivel nacional, empujando a la industria a
evolucionar y reaccionar constantemente para evitar la pérdida de
volumen de venta. En nuestro país el modelo operacional instaurado
mayoritariamente es aquel asistido (full service), en donde los clientes se
limitan a solicitar el tipo de producto y a realizar el pago correspondiente a
un vendedor que ejecuta el proceso de carga. Este modelo significa un
84% del volumen total vendido por Petrobras.
En la constante búsqueda de atraer nuevos clientes, y mantener a
los cautivos, es necesario conocer aquellos atributos que son relevantes
en el público de interés bajo la hipótesis que considera el servicio ofrecido
por los vendedores como variable fundamental en el resultado del nivel de
satisfacción de los clientes.
Este estudio considera a estaciones de servicio Petrobras y se
realiza en 4 etapas:
•Toma de muestra a través de encuestas en el punto de venta
•Análisis descriptivo caracterizando a las personas encuestadas
•Análisis de factores agrupando la gran cantidad de variables
•Análisis de regresión lineal para determinar las variables de
mayor peso.
El resultado final confirma la hipótesis planteada, aceptando que
las variables que tienen directamente relación con el servicio otorgado por
el vendedor que asiste al cliente tiene mayor impacto en el nivel de
satisfacción final, por sobre otras variables.
This thesis context is the fuel retail market, characterized by the three main companies that together represent 94% of the market share: Copec, Enex and Petrobras. This highly competitive industry develops in an economic environment of important changes in their prices, which makes the government set mechanisms to soothe the effect of these fluctuations on the customers. In the Chilean fuel market, the most common retail operational model is the assisted service - full service-, where clients remain set on their seats during the whole transaction. They only ask for the kind of fuel they need, wait for a salesperson to do the charge and after that, pay. This operation model represents 84% of the total volume sold by Petrobras. In the fierce struggle to attract new clients and keep the current ones, and under the hypothesis that considers the Service Offered by Salespeople as a critical variable in the level of customer satisfaction outcome, it is mandatory to know those attributes that become relevant to the target market. This report studies Petrobras gas stations and it is structured in four stages: •Sampling, surveying at the point of sale •Descriptive analysis, characterizing respondents •Factor analysis, grouping several variables •Lineal regression, to determine which variables are the most relevant The outcome confirms the hypothesis, accepting that the variables that directly relate to the service provided by the vendor that assists the customer has greater impact on the final level of satisfaction, than other variables.
This thesis context is the fuel retail market, characterized by the three main companies that together represent 94% of the market share: Copec, Enex and Petrobras. This highly competitive industry develops in an economic environment of important changes in their prices, which makes the government set mechanisms to soothe the effect of these fluctuations on the customers. In the Chilean fuel market, the most common retail operational model is the assisted service - full service-, where clients remain set on their seats during the whole transaction. They only ask for the kind of fuel they need, wait for a salesperson to do the charge and after that, pay. This operation model represents 84% of the total volume sold by Petrobras. In the fierce struggle to attract new clients and keep the current ones, and under the hypothesis that considers the Service Offered by Salespeople as a critical variable in the level of customer satisfaction outcome, it is mandatory to know those attributes that become relevant to the target market. This report studies Petrobras gas stations and it is structured in four stages: •Sampling, surveying at the point of sale •Descriptive analysis, characterizing respondents •Factor analysis, grouping several variables •Lineal regression, to determine which variables are the most relevant The outcome confirms the hypothesis, accepting that the variables that directly relate to the service provided by the vendor that assists the customer has greater impact on the final level of satisfaction, than other variables.
Description
Keywords
SATISFACCIÓN , CLIENTES , PETROBRAS