O impacto das ações de marketing sobre a percepção de qualidade e a satisfação dos consumidores de energia elétrica no Estado do Ceará

Abstract

The changes in the market regulated by the State demanded an adaptation of the productive focus of the electric power dealerships in reaching the goals of the indicators of technical and operational acting, for the focus in the consumer's satisfaction inside of their expectations. This way this work develops an exploratory study close to a company of the branch of electric power located in the state of Ceará, with the purpose of checking the relationships between their marketing actions and the level of their customers' satisfaction. Through the theory that approaches the structure of the intrinsic characteristics to production of the services, quality perception and the customer's satisfaction, the research is disposed to answer the following questions: Which the relationship among the marketing actions in a monopolist company and the results of researches of customers' satisfaction. For this fact, managerial reports and opinion researches were accomplished by the Brazilian Association of Dealers of Electric power and interviews to the managers of the enterprise. It is directed a case study comparing the performance of the company between 2004 and 2006, according to the customer's evaluation and through the operational indicators of acting. According to this approach it is checked which the quality attributes that most pointed out the influence of the marketing actions.