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Publication
A influência da Certificação ISO 9001 na estratégia de marketing das organizações
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12251 | 1.02 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A Norma ISO 9001 ostenta um reconhecimento internacional incontestável. Representa o padrão que direciona as empresas a buscar a certificação em Sistemas de Gestão da Qualidade. Ao conquistar essa certificação, a empresa está a comunicar a todas as partes interessadas, e ao mercado em geral, a garantia de que a empresa é obrigada a seguir requerimentos rigorosos de qualidade e, acima de tudo, está firmemente comprometida com a plena satisfação do cliente. A obtenção da certificação na Norma ISO 9001 amplia a confiança dos clientes, uma vez que que a empresa está vinculada a estritos requisitos de qualidade. Isso pode ser empregado como um argumento de vendas poderoso e uma vantagem competitiva significativa no que refere à sua comunicação externa, possibilitando à empresa atrair e manter clientes que prezam pela excelência e uniformidade. Os clientes têm a tendência a considerar uma organização certificada como mais digna de confiança e mais profissional, o que, por sua vez, pode facilitar uma maior abertura no que diz respeito à conquista de futuros negócios. A realização do presente estudo tem como objetivo entender se a Certificação ISO 9001 contribui para a melhoria da comunicação interna da empresa e se influencia a escolha, por parte dos consumidores, relativamente aos concorrentes que não sejam certificados. Pretende--se entender, a partir da perspetiva dos entrevistados de 79 empresas de setores distintos, o benefício a nível das estratégias de Marketing atingido pelo fato da gestão dessas empresas ser feito a partir de requisitos focados à qualidade do produto final, a partir da standarização de processos e procedimentos. Pretende-se discernir as principais motivações orientadoras das escolhas das partes interessadas, e se a certificação nesta Norma é vista como uma forma real de diferenciação positiva nos mercados. Nesse contexto, e inserido numa componente prática, procedeu-se à realização de um questionário. A aplicação e distribuição deste questionário foi feita via online. Assim sendo, tal como já referido, este questionário alcançou 79 empresas tendo sido recolhidas as informações necessárias para a elaboração deste pequeno estudo.
The ISO 9001 standard boasts unquestionable international recognition. It represents the standard that directs companies to seek certification in Quality Management Systems. By achieving this certification, the company is communicating to all interested parties, and to the market in general, the guarantee that the company is obliged to follow strict quality requirements and, above all, is firmly committed to the full satisfaction of the customer. client. Obtaining ISO 9001 certification increases customer confidence, as the company is bound by strict quality requirements. This can be used as a powerful sales argument and a significant competitive advantage in terms of its external communication, enabling the company to attract and retain customers who value excellence and uniformity. Customers tend to view a certified organization as more trustworthy and professional, which in turn can facilitate greater openness when it comes to winning future business. The objective of carrying out this study is to understand whether ISO 9001 Certification contributes to improving the company's internal communication and whether it influences consumers' choice of competitors that are not certified. The aim is to understand, from the perspective of interviewees from 79 companies from different sectors, the benefit in terms of Marketing strategies achieved by the fact that the management of these companies is based on requirements focused on the quality of the final product, based on the standardization of processes and procedures. The aim is to discern the main motivations guiding the choices of interested parties, and whether certification to this Standard is seen as a real form of positive differentiation in the markets. In this context, and within a practical component, a questionnaire was carried out. The application and distribution of this questionnaire was done online. Therefore, as already mentioned, this questionnaire reached 79 companies and the necessary information was collected to prepare this small study.
The ISO 9001 standard boasts unquestionable international recognition. It represents the standard that directs companies to seek certification in Quality Management Systems. By achieving this certification, the company is communicating to all interested parties, and to the market in general, the guarantee that the company is obliged to follow strict quality requirements and, above all, is firmly committed to the full satisfaction of the customer. client. Obtaining ISO 9001 certification increases customer confidence, as the company is bound by strict quality requirements. This can be used as a powerful sales argument and a significant competitive advantage in terms of its external communication, enabling the company to attract and retain customers who value excellence and uniformity. Customers tend to view a certified organization as more trustworthy and professional, which in turn can facilitate greater openness when it comes to winning future business. The objective of carrying out this study is to understand whether ISO 9001 Certification contributes to improving the company's internal communication and whether it influences consumers' choice of competitors that are not certified. The aim is to understand, from the perspective of interviewees from 79 companies from different sectors, the benefit in terms of Marketing strategies achieved by the fact that the management of these companies is based on requirements focused on the quality of the final product, based on the standardization of processes and procedures. The aim is to discern the main motivations guiding the choices of interested parties, and whether certification to this Standard is seen as a real form of positive differentiation in the markets. In this context, and within a practical component, a questionnaire was carried out. The application and distribution of this questionnaire was done online. Therefore, as already mentioned, this questionnaire reached 79 companies and the necessary information was collected to prepare this small study.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação
Keywords
ISO 9001 Partes interessadas Satisfação do cliente Marketing Stakeholders Customer satisfaction Marketing