Pesquisa de satisfação e lealdade dos usuários de planos de saúde em Fortaleza

Abstract

Customers are the support base of companies and the study about how they consume allows us to understand the direct opinion of those who receive a service and guide us to possible improvements in order to ensure their fulfillness with quality. On modern times customer satisfaction is no longer the only target for companies. Today it's necessary to satisfy consumers needs and enforce their loyalty to brands. Therefore, the easiness to open new services and market competitive edge offer to modern consumers many options, which favors a better perception to each brand's particular attributes. Following the thought, this project consists on the evaluation of consumer's process of satisfaction and loyalty for health plans on the district of Fortaleza. The health sector is a wide field for this analysis in view of Government issues on dealing with public health, one of the many factors that may be associated to the growing demand in search of health plans. To delimit the group that has been evaluated, the study was based on the users of the five largest companies providing services in the health plans sector in the district of Fortaleza. With bases on a quantitative approach, that was possible by the application of questionnaire and which involved personal interviews, a representative sample of the chosen group was sought. The collected data were analyzed through factor analysis, descriptive statistics and also structural equations modeling. The results guided the understanding of the consumers' behavior, by observing the indications of what satisfies them more and the ones with low representativity. And also help the companies to take strategic answers in the midst of this highly competitive field.