Proposta de modelo estatístico para hierarquização do resultado de pesquisas de satisfação de clientes

Abstract

Meeting customer requirements is crucial for any company or industry, since delivering to customers the products they need or desire is their reason for existing. In housing projects, understanding those requirements and translating them into design attributes is a way to achieve customer satisfaction and ensure a competitive edge to the company. In order to do that, different methods focused on the qualitative aspects have been used. However, those methods have proven to be limited with regards to ensuring the quality of building products. With the purpose of proposing a method to build a hierarchy of the requisites resulting from customer satisfaction surveys, based on quantitative aspects, this study analysed a databank formed by customer satisfaction surveys in housing developments with different economic standards. The study applied measures of central tendency and dispersion, reliability tests by means of the Cronbach's Alpha and factor analysis. The results show that the main tool to help meeting the aims is factor analysis, with the constructive aspects related to size, quality, functionality and comfort more likely to provide satisfaction to customers.