Quality of services: an application with customer complaint data from a telecommunication company

Main Article Content

jorge alberto achcar
Daniel Marcos Godoy
صندلی اداری

Abstract

The evaluation of the service quality standard of a telecommunication company using statistical process control (SPC) methods is the main goal of this paper. The study used a dataset collected from January 2018 to November 2019 associated with monthly and weekly customer complaint counts due to the technical services provided by the company. Multiple linear regression models with the count data transformed to a logarithmic scale and Poisson regression models with the original count data detected some significant factors affecting the weekly/monthly complaint counts. In addition, forecasts of future complaint counts based on the statistical models could be of interest for the company to plan the number of technicians in different sectors at different times of the year leading to improvements in the service provided by the telephone company.

Downloads

Download data is not yet available.

Article Details

Section
Articles

References

Aitchinson, J., & Shen, S. M. (1985). Logistic-normal distributions: Some properties and uses. Biometrika, 47, 136-146.

Akgun, B. (2003). Identification of periodic autoregressive moving average models. PhD thesis. Dept. of Statistics, Middle East Technical University, Turkey.

Albrecht, K., & Bradford, L. J. (1992). Serviço com qualidade: a vantage competitiva. São Paulo: Makron Books.

Anderson, E. W., Fornell, C., & Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68(4), 172-185.

Bell, W. R. (1984). An introduction to forecasting with time series models. Insurance: Mathematics and Economics, 3(4), 241-255.

Box, G. E., Jenkins, G. M., Reinsel, G. C., & Ljung, G. M. (2015). Time series analysis: forecasting and control. John Wiley & Sons.

Carvalho, M., & Paladini, E. P. (2005). Gestão da Qualidade: teoria e casos. 2. ed. Rio de Janeiro: Elsevier.

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), 345-354.

DOI: 10.1509/jmkr.43.3.345.

Chiavenato, I. (2007). Empreendedorismo: dando asas ao espirito empreendedor. São Paulo: Saraiva.

Claro, D. P., Fragoso, A. F. G. R., Laban Neto, S. A., & Claro, P. B. O. (2014). Consumer Complaints and Company Market Value. Brazilian Administration Review, 11(3), 248-263. DOI: http://dx.doi.org/10.1590/1807-7692bar2014130004.

Coelho, B. R. G., Queiroz, V. G., Calazans, C. H. J., & Silva, R. L. K. (2016). A consolidação de sites de reclamação online como uma alternativa eficaz no intermédio das relações de consumo: um estudo de caso do site Reclame Aqui. Anais do Congresso de Ciências da Comunicação na Região Nordeste, Caruaru, PE, Brasil, 18

Fornell, C., & Wernerfelt, B. (1987). Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis, Journal of Marketing Research, 24(4), 337-346.

Gimenes, R. M. T. et al. (2013). Aplicação do controle estatístico de processo em uma empresa do setor avícola. Revista de Administração e Inovação, São Paulo, 10(4), 38-62.

Goldenberg, J., Libai, B., Moldovan, S., & Muller, E. (2007). The NPV of bad news. International Journal of Research in Marketing, 24(3), 186-200.

DOI: 10.1016/j.ijresmar.2007.02.003

Ho, S., & Xie, M. (1998). The use of ARIMA models for reliability forecasting and analysis. Computers and Industrial Engineering, 35(1-2), 213–216.

Johnson, R., & Wichern, D. (1982). Applied multivariate statistical analysis. New Jersey: Prentice Hall.

Kotler, P., & Armstrong, G. (2003). Princípios de Marketing. 9. ed. São Paulo: Prentice Hall.

Kotler, P. (1998). Administração de marketing: análise, planejamento, implementação e controle. 5. ed. São Paulo: Atlas.

Luo, X. (2007). Consumer negative voice and firm-idiosyncratic stock returns. Journal of Marketing, 71(3), 75-88. DOI: 10.1509/jmkg.71.3.75

Luo, X. (2009). Quantifying the long-term impact of negative word of mouth on cash flows and stock prices. Marketing Science, 28(1), 148-165. DOI: 10.1287/mksc.1080.0389

Mahfood, P. E. (1994). Transformando um cliente insatisfeito em um cliente para sempre. São Paulo: Makron Books.

Martins, B., C., & Julio, G., N. (2013). A ascensão ou queda de uma marca nas mãos do novo consumidor: um estudo de caso da Americanas.com. Revista de Administração e Negócios da Amazônia, 5(2), 1-1.

Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.

Melo, C. A. D. et al. (2019). O controle estatístico de processos no monitoramento da fabricação em uma empresa no ramo colchoeiro. Brazilian Journal of Developing, 5(12), 29165-29185.

Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33-47.

Montgomery, D. C. (2012). Introdução ao Controle Estatístico da Qualidade. 4th ed, Rio de Janeiro: LTC.

Montgomery, D. C., & Runger, G. C. (2011). Applied statistics and probability for engineers. New York: Wiley.

Morettin, P. A., & Toloi, C. M. (1987). Previsão de séries temporais. 2th ed. São Paulo: Atual.

Pimentel, R. C., & Aguiar, A. B. (2012). Persistência de lucros trimestrais: uma investigação empírica no Brasil. Brazilian Business Review, 9, 39-57.

Portaluppi, J., Heinzmann, L. M., Tagliapietra, O. M., & Borilli, S. P. (2006). Análise do atendimento e satisfação dos clientes: Estudo de caso de uma empresa de insumos agrícolas. Revista de Ciências Empresariais da UNIPAR, Umuarama, 7(1), 75-91. DOI: https://doi.org/10.25110/receu.v7i1.520

Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing, 47(1), 68-78.

Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: measuring negative emotions toward brands and their behavioral effects. International Journal of Research in Marketing, 29(1), 55-67.DOI: 10.1016/j.ijresmar.2011.07.001

Singh, J., & Wilkes, R. E. (1996). When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24(4), 350-365.

Singh, J (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107.

Sousa, F. J. S. F. (2011). Satisfação de Clientes - O Caso de Uma Empresa Industrial, Dissertação de Mestrado em Marketing, Faculdade de Economia da Universidade de Coimbra, Portugal.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102. DOI: 10.1509/jmkg.73.5.90.

Winchester, M., Romaniuk, J., & Bogomolova, S. (2008). Positive and negative brand beliefs and brand defection/uptake. European Journal of Marketing, 42(5/6), 553-570. DOI: 10.1108/03090560810862507.

Most read articles by the same author(s)

فروشگاه اینترنتی