Avaliação do valor percebido pelos clientes de uma corretora de seguros e proposta de estratégias de vendas

Abstract

Knowing what the customer values in a service or product is important for the growth of an organization and can represent a determining competitive advantage. From this perspective, this research aims to measure the factors that service customers perceive as value when choosing an insurance company and, adjacent to it, to create a proposal of sales strategies. Therefore, the literature review of this study describes the service sector and customer behavior, value and strategy. The research method presents the characteristics of this research, while the work method presents the data collection, which was performed through a survey questionnaire; the data analysis, was performed using SPSS software; and the proposal of sales strategies created through the 5W2H methodology. As a result of this research, a total of 94 responses were collected, representing 21.32% of the company clients; the final result of the data analysis is the multiple regression model, which shows the equation that represents the value perceived by the company customers and which is used in the sales strategy as a reference for decision-making. It was found though the regression model that the variable that most impacts clients perception of value is the emotional value. The sales strategies plan presents 10 actions that have been described to improve the factors that most impact the perceived value of the customers. The results obtained with this research are of great value to the insurance company, since now the company has conclusive data that can guide its future actions and next steps. It is suggested for future studies to perform the survey questionnaire segmenting the types of clients and the segments of insurance