A pesquisa de marketing como ferramenta para avaliação da satisfação do cliente: um estudo de caso na Academia Parati Fitness

Abstract

The market is very uncertain and organizations need to know how to adapt to customer requirements. With this, it is fundamental to adopt techniques that allow the understanding of consumers. In this sense, the work intends to analyze marketing research as a tool to evaluate customer satisfaction. Therefore, the general objective of the work is to analyze the degree of customer satisfaction of the Parati Fitness Academy. To achieve this, it was fragmented in the specific objectives of investigating the factors of satisfaction and dissatisfaction in the services provided, demonstrating the perception by the clients, evaluating the management of the marketing compound carried out and verifying the potential of indicating the services provided. With these purposes, a documentary, descriptive and exploratory research was carried out at the Parati Fitness Academy with the owner through the application of a questionnaire of six open questions to measure the management of the marketing compound (4P's) and with one hundred and ten clients for Measure the degree of satisfaction with the services offered. At the end of the study, the results showed that the clients demonstrated a high degree of satisfaction in all aspects mentioned in the questions, such as the 83% of total agreement on satisfaction with the service which demonstrates the quality of service performed and that the Academy has a high level of possibility of indication, with 82% of total agreement. However, there are problems to be solved in the promotion item in the company's marketing compound and in the physical structure whose suggestions for improvement proposals are the hiring of qualified professionals to solve the two problems identified.