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Description of  Business services : A Little book describing the influence of the after sales services in building loyalty of customers as a key to organizational success

This book aims to identify and analyze the level of use of marketing resources relationship by dealers of cars and if such instruments have been effective in the loyalty of customers. It is considered that the best way to measure the level of effectiveness is to examine customer loyalty patience through research with customers in a dealership Ciencinpolis (Pi). It is intended, therefore, to relate the loyalty of customers with the practice of marketing relationships. It has been found that a number of variables have been transforming the Brazilian automotive market in recent years. Globalization has brought and continues determining, changes deep in this sector of the economy. The facilities arising from the opening of the Brazilian market for products imported came to incite the competition bringing consequences unfavorable for manufacturers and car dealers and at the same time, carrying the baggage benefits for consumers. Law No. 8078 of September 1990, which created the Consumer Protection Code, effectively became a legitimate and active instrument in favor of, previously helpless, buyers of goods and services in Brazil. The development of new technologies, easier access to information, awareness of their rights, and the ease of switching suppliers, transformed Brazilians into a much more demanding and active consumer, which activates the Consumer Protection Executive Group (PROCON) for any act by a seller that violates his rights. All of these variables transformed the automotive market, causing dealers to start looking for a different posture in an attempt to keep their usual customers and face the fierce competition to win over suspects and prospects. With the passage of time and the emergence of new technologies, administrative proceedings were to modernize, becoming more intimate of the processes administrative of organization seen that the focus now is another: identify and satisfy the desires and needs of customers. With this, the companies seek, tirelessly suit to this market, applying the after-sale as one factor of improvement in the profitability of the company (Nepomucena, 2014). In case specific of services provided in support technique of dealers of cars the problem becomes much greater since, even before this change, this is the department that generates more complaints and, consequently, a high rate of dissatisfaction, away from the customers usual and hampering the realization of new business. Customer loyalty at a car dealership is different from what happens with other sectors of commerce. Generally speaking, commercial companies are only responsible for selling the goods. After-sales relations are limited to telephone contacts or correspondence with customers. Technical assistance and warranty services are provided by workshops authorized by the manufacturers. Thus, resellers do not have to be involved with problems that may occur after the product is delivered. Already in the sector automotive the dealership, which is the exclusive reseller of a brand, is obliged to provide all the service of assistance technique and assurance of vehicles by it sold.