A perspectiva de clientes no Balanced Scorecard de empresas prestadoras de serviços odontológicos no estado do Ceará: estudo de caso: UNIODONTO

Abstract

The performance measures are increasingly being used in decision-making in organizations, becoming an indispensable factor in this process. Observe only the financial results are not sufficient to ensure that the strategies, goals and objectives are achieved effectively. The use of management tools that enable the monitoring of the implementation strategy is required. One of the most used tools is the Balanced Scorecard (BSC) that in addition to preserving financial indicators, incorporates a set of more general measures linked to the performance of the company in relation to customers, internal processes and learning and growth. Indicators to identify the most suitable for the service in the studied company customers perspective a scientific work of the monograph, deductive and inductive alternative method, using techniques of bibliographical, documentary research and a case study was conducted. The results of this research showed that the indicators developed from the perspective of customers, as an index of customer satisfaction, retention time in the company's customer and market share index can be used to gain a competitive advantage in the market for dental services.