Pesquisa de satisfação como ferramenta para mapear a percepção de stakeholders primários de um laboratório

Satisfaction survey as a tool to map the perception of a laboratory's primary stakeholders

Abstract

Marketing is present everywhere, as the consumerism of modern society is the result of an exchange relationship that involves communication, prices, distribution and products. The offer of services that satisfy the target market and that reach the organization's objectives can be achieved by marketing, being the perception mapping one of the tools used through the marketing research. One way to build a competitive advantage for the company is based on a vision based on the superior management of the stakeholders, where a network of interested publics sees the company as the center, obtaining a competitive advantage in relationships and communication. In this context, the general objective of the study was to map the perception of the primary stakeholders of a laboratory at a University in the interior of São Paulo and the specific objective was to apply a marketing survey on satisfaction in relation to the services provided. The study methodology was descriptive and quantitative with data collection through a structured questionnaire applied to 1361 members of the University, obtaining 72 responses. As a result, opportunities were found to improve satisfaction in relation to the physical structure of the laboratory, the recognition of the areas of activity and, consequently, the means of accessing this information. Based on these results, the indicators will be presented to the laboratory and an action plan will be created to help solve problems and achieve desired results.