Fusão de empresas na perspectiva do consumidor: um estudo sobre qualidade percebida no setor aéreo
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Tipo de produção
Dissertação
Data
2012
Autores
Silva, C. R.
Orientador
Oliveira, Braulio Alexandre Contento
Periódico
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Título de Volume
Citação
SILVA, C. R. Fusão de empresas na perspectiva do consumidor: um estudo sobre qualidade percebida no setor aéreo. 2012. 112 f. Dissertação (Mestrado em Administração de Empresas) - Centro Universitário Fei, São Paulo, 2012 Disponível em: <http://sofia.fei.edu.br:8080/pergamumweb/vinculos/000034/000034f4.pdf>. Acesso em: 8 ago. 2018.
Texto completo (DOI)
Palavras-chave
Empresas-Fusão e incorporação,Satisfação do consumidor
Resumo
A presente dissertação tem como analisar o processo de codeshare, fusão e aquisição, no setor aéreo nacional, devido às mudanças frequentes no cenário da aviação civil e mundial, as empresas aéreas tendem a se unir, para atender cada vez mais as necessidades de seus consumidores. Esta dissertação estuda as estratégias gerais e de marketing para compreender as estratégias de internacionalização que as empresas buscam para realizar as fusões e aquisições, entretanto este estudo foca em compreender como o consumidor avalia a estratégia de fusão, com base na percepção e na qualidade de serviço oferecidas pelas duas empresas envolvidas no processo de fusão. O método utilizado para o levantamento de dados juntos com os consumidores das duas empresas envolvidas foi o método SERVQUAL dos autores Parasuraman, Zeinthal e Berry (1985), onde analisou a percepção e a qualidade de serviço das duas empresas. O método de pesquisa utilizada foi à conclusiva descritiva, a qual foi realizada por meio de um levantamento de campo, o questionário aplicado aos 400 passageiros entrevistados, possuía versão nos idiomas português, inglês e espanhol, e utilizou se o software SPSS 20, para análise de dados, além de análises descritivas de cada uma das variáveis e do cruzamento de algumas delas, foram realizadas as análises inferências Análise Fatorial Exploratória e MANOVA. Após a realização da pesquisa de campo e a análise dos dados, esse estudo pode concluir que quanto à percepção geral sobre a qualidade das empresas, países e seus produtos, quase 93% julgam ser alta a qualidade da LAN, contra apenas 60% da TAM. Mais de 85% consideram o Brasil um país mediamente desenvolvido e os seus produtos são considerados de qualidade média por mais de 92% dos entrevistados. Por sua vez, quase 72% julgam o Chile um país desenvolvido e quase 80 % acreditam ser alta a qualidade dos produtos chilenos. Quanto à opinião acerca da fusão sobre a qualidade das empresas, quase que a totalidade entende que tanto a qualidade da LAN, quanto a da TAM, aumentará
This dissertation is to analyze the process of codeshare, merger and acquisition, the national airline industry, due to frequent changes in scenery and world civil aviation, airlines tend to unite, to meet the growing needs of their customers. This dissertation studies the general strategies and marketing to understand the internationalization strategies of firms seeking to conduct mergers and acquisitions, however this study focuses on understanding how the consumer evaluates the merger strategy, based on the perception and quality of service offered by the two companies involved in the merger process. The method used to survey data together with customers of both companies involved was the method of SERVQUAL authors Parasuraman, Zeinthal and Berry (1985), which examined the perception and quality of service of both companies. The research method used was the conclusive descriptive, which was performed by means of a field survey, the questionnaire given to 400 passengers interviewed possessed version in Portuguese, English and Spanish, and is used SPSS 20 for analysis data, and descriptive analyzes of each variable and crossing some of them were carried out analyzes inferences Exploratory Factor Analysis and MANOVA. After conducting field research and data analysis, this study can conclude that as the general perception about the quality of the companies, countries and their products, almost 93% judged to be high quality LAN, against only 60% of TAM. More than 85% consider Brazil a moderately developed country and its products are considered of average quality for more than 92% of respondents. Meanwhile, nearly 72% consider Chile a developed country and almost 80% believe to be high quality Chileans products. Regarding the opinion about the merger on the quality of the companies, almost all understand that both the quality of LAN, as the TAM will increase
This dissertation is to analyze the process of codeshare, merger and acquisition, the national airline industry, due to frequent changes in scenery and world civil aviation, airlines tend to unite, to meet the growing needs of their customers. This dissertation studies the general strategies and marketing to understand the internationalization strategies of firms seeking to conduct mergers and acquisitions, however this study focuses on understanding how the consumer evaluates the merger strategy, based on the perception and quality of service offered by the two companies involved in the merger process. The method used to survey data together with customers of both companies involved was the method of SERVQUAL authors Parasuraman, Zeinthal and Berry (1985), which examined the perception and quality of service of both companies. The research method used was the conclusive descriptive, which was performed by means of a field survey, the questionnaire given to 400 passengers interviewed possessed version in Portuguese, English and Spanish, and is used SPSS 20 for analysis data, and descriptive analyzes of each variable and crossing some of them were carried out analyzes inferences Exploratory Factor Analysis and MANOVA. After conducting field research and data analysis, this study can conclude that as the general perception about the quality of the companies, countries and their products, almost 93% judged to be high quality LAN, against only 60% of TAM. More than 85% consider Brazil a moderately developed country and its products are considered of average quality for more than 92% of respondents. Meanwhile, nearly 72% consider Chile a developed country and almost 80% believe to be high quality Chileans products. Regarding the opinion about the merger on the quality of the companies, almost all understand that both the quality of LAN, as the TAM will increase