ANÁLISE DO SETOR DE PÓS-VENDA DE UMA CONCESSIONÁRIA: UM ESTUDO DE CASO EM PAU DOS FERROS/RN

The relationship with the customer today is of fundamental importance in the business world, considering that to keep the ones that have already been conquered is cheaper for the company of the wants to conquer new ones. Given this, after-sales becomes an important tool that adds value to the companies and contributes to the preservation of customers, since it is a considerable marketing practice in customer retention. Therefore, the present work aims to evaluate the post-sale of a concessionaire located in the micro-region of Pau dos Ferros / RN, through a survey carried out with the consumers of said company. For this, a qualitative case study was developed, in which the results were obtained from a questionnaire contemplating four variables: relationship, service, service and satisfaction. We emphasize that thirty clients were surveyed for a week and then we analyzed the data obtained through the questionnaires. Through this study it was possible to identify that the relationship variable is not being explored by the company after sales department, since the responses were with negative tendencies. However, the concessionaire should make use of this tool, since it can be responsible for growth and a good performance of the company, thus ensuring its success.