CUSTOMER SATISFACTION AND LOYALTY IN THE AUTOMOTIVE SECTOR: CONTRIBUTIONS OF THE NET PROMOTER SCORE (NPS) AS A STRATEGIC ADVERTISING TOOL

Abstract

When it comes to gaining a competitive advantage, customer loyalty and satisfaction play a critical role in building or degrading any company's reputation, especially in a highly competitive industry like automotive. The objective of this study is to analyze the level of customer satisfaction and loyalty of a multinational company in the automotive sector and evaluate the effectiveness of using the Net Promoter Score (NPS) tool from the perspective of the company's professionals to classify customers. customers as promoters or detractors. The methodology used to examine the use of the Net Promoter Score (NPS) included an exploratory and descriptive research, with theoretical reference and questionnaires to collect data. The main objective was to develop a diagnosis of the effectiveness of the NPS satisfaction research tool. Furthermore, the second objective of this study is to map the procedures and stages used in the implementation of the NPS survey in the company. As a result, it was found that the NPS tool plays a significant role in brand promotion, since customer evaluation influences the company's strategic decisions. Finally, it was observed that the application of the questionnaire was crucial to validate the effectiveness of the NPS tool, supported by the analysis of the company's NPS Index, which demonstrated improvements in customer satisfaction since its implementation.