Gestão & Produção
Print version ISSN 0104-530X
On-line version ISSN 1806-9649
MILAN, Gabriel Sperandio and RIBEIRO, José Luis Duarte. The influence of the after-sales department on customer retention: a qualitative study on a health care company. Gest. Prod. [online]. 2003, vol.10, n.2, pp.197-216. ISSN 0104-530X. http://dx.doi.org/10.1590/S0104-530X2003000200006.
This paper presents a qualitative research conducted on a health care company. The aim of this research is to gather information to allow the analysis and interpretation of the return obtained after the implementation of the after-sales department. Thus, this works intends: 1. to identify the influence of the practices of the after-sales department on customer retention; 2. to verify if customers perceive the after-sales department as a relationship investment; and 3. to understand if such investment may improve the customer commitment and confidence regarding the health care company, increasing their willingness to preserve the relationship. A qualitative approach was used to reach the proposed objectives. The approach was based on interviews conducted with customers of the company. These interviews are described, analyzed and interpreted.
Keywords : after-sales; customer retention; business relationship; qualitative research.