Avaliação da satisfação dos clientes/anunciantes de um veículo de comunicação sob ótica da análise multivariada

Abstract

According to the perception of some theories, the focus of the enterprises theses days is on the satisfaction of its clients, which means developing products and offering services that match the customers’ needs and desires. The purpose of the present work was to assess the clients satisfaction of O Mensageiro, which is a newspaper based in the northwest of the state of Rio Grande do Sul, after they have been served. In order to do so, a questionnaire was developed and this was split into two parts: the first with data related to the enterprise and the second with questions about the satisfaction with the service rendered. Initially, the descriptive analysis was used, followed by a crossing of the most significant variables of the first part of the questionnaire, providing a profile of the advertising companies. After that, an analysis of the second part of the questionnaire was carried out, where multivaried methods were used, including the Factor Analysis and the Principal Components Analysis, in order to identify which were the most statistically relevant variables shown by the factorial plans after the extraction of the principal components. The number of original variables consisted of 12 variables and after the application of the methods mentioned above only 3 were studied. After applying the multivaried methods it was possible to conclude that the O Mensageiro clients choose this means of communication for the price and the investment payback, they also check that the advertisement published reaches its goals and finally they take into consideration the services of the agent who servers them. The results obtained will be used by the enterprise to improve its performance and the quality of the services rendered to its clients, and therefore, to increase its profits.