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A implementação de um departamento de pós-vendas em um provedor de serviços de saúde e o estreitamento dos relacionamentos com os clientes

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Author(s): Gabriel Esperandio Milan

Journal: Revista de Negócios
ISSN 1980-4431

Volume: 18;
Issue: 3;
Start page: 3;
Date: 2013;
Original page

Keywords: pós-vendas | qualidade em servi-ços | marketing de relacionamento | satisfação de clientes | retenção de clientes

ABSTRACT
The present work is resulted of an action research developed in a health care plan with local performance, presenting the stages and main results from the implementation of a structured project of an After Sales Department for the Health Care Plan studied. The central aim of the project is the establishment of systematic contacts with the companies, so that the focus is in the customers of the Enterprise Plan, strengthening long-term relationships and maximizing the customer satisfaction and the customer retention. In this way, it is breached with the traditional paradigm of that the activities after sales only are directed to the treatment of claims. Although the treatment of claims is essential for the maintenance and/or improvement in the quality levels of services rendering and customers satisfaction, such activity must have as main bedding a philosophy based on the relationship marketing, increasing the proximity with customers.
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