LOYALTY IN PUBLIC SECTOR: A PRACTICAL APPLICATION WITH SUBWAY USERS IN BRASÍLIA-DF

Since it is more expensive to conquer new customers than to retain the actual ones, one of the most significant challenges of companies in a dynamic market with strong competition is to achieve customer loyalty. Therefore, public or private companies do not worry only about conquering new customers, but to make them loyal to the product, in order to promote their continuous needs satisfaction and to overcome their expectations. This paper have discussed about the existence of loyalty in the public sector, focusing the service rendered in the transportation branch, specifically in the subway system in Distrito Federal.

The methodology was based on exploratory and descriptive researches, which involved the search for information in previous papers and in a field research, which was concentrated in the subway users that were in the subway Central Station in Plano Piloto – Brasília – DF. The field research was done through a questionnaire with 13 questions considered important and appropriate to the data collection about the object studied. The users or customers of the DF Metropolitan Company are the universe of the research. 

Among the main analyzed aspects there are: which are the reasons that lead these users to use the subway in comparison to other modals (individual transportation and bus); the existence of satisfaction and its level; if they are loyal to the subway, and; what can be improved in the service rendered to reach better satisfaction levels and consequently the customer loyalty. The research results were mostly positive and demonstrated that in general there is satisfaction, however, this is not enough to characterize loyalty in the use of the subway as a single and frequent transportation mean. Nevertheless, the customers pointed out some restrictions in the subway system and also indicated some adjustments or improvement that can be made.


Download <<