A influência da qualidade do serviço na relação de consultoria
Abstract
Este estudo pretende compreender a influência da qualidade de um serviço na relação de consultoria e na interação entre o prestador desse serviço e o cliente. Especificamente, compreender se a qualidade do serviço prestado afeta a satisfação do cliente e se, consequentemente, se desenvolve um relacionamento de longo prazo entre as partes, refletindo-se isso na lealdade, na confiança e no compromisso dos clientes. Os dados recolhidos de 107 empresas clientes de serviços de consultoria foram analisados através do modelo de equações estruturais e o software SmartPLS. Os resultados revelam que a qualidade soft do processo e a qualidade dos resultados são as principais determinantes da satisfação do cliente. A satisfação derivada da qualidade do serviço de consultoria, revela-se o grande impulsionador da lealdade, confiança e compromisso do cliente. Este estudo tomou como base de análise da qualidade, o modelo INDSERV, e incluiu como determinantes da satisfação várias dimensões tratadas em outros estudos de forma isolada. Com base nos resultados obtidos sugere-se que os gestores promovam o desenvolvimento de interações positivas durante a prestação do serviço e facilitem o alinhamento do serviço com os requisitos específicos do cliente. Uma postura empática por parte dos consultores, um aconselhamento ajustado às necessidades do cliente e a apresentação de uma pronta resolução de eventuais constrangimentos, permitem uma perspetiva otimista em relação à empresa de consultoria, favorecendo a relação de longo prazo com o cliente.
DOI: https://doi.org/10.54663/2182-9306.2023.sn13.95-124
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