A relação entre atendimento ao cliente e desempenho organizacional

Abstract

This study aimed to investigate the relationship between customer service and organisational performance, addressing the importance of management strategies that enhance the customer experience as a central element in achieving sustainable corporate results. Based on a systematic review of the literature, which includes studies published between 1990 and 2024, the research shows that service excellence is a determining factor for brand loyalty, satisfaction and reputation, which is positively reflected in organisational performance indicators such as operational efficiency, profitability and competitive advantage. The results confirm that innovative practices, such as the use of information technology, emotional intelligence and omnichannel experience management, enhance the value perceived by the customer, strengthening the competitive advantage of organisations. Furthermore, it is clear that effective customer service is a strategy that transcends the operational aspect, constituting an essential strategic differential for sustainable growth and the consolidation of a customer-oriented organisational culture. Insufficiency or deficiency in this regard can cause significant financial losses, in addition to damaging the institutional image. Thus, it is concluded that the integration of customer-centred service policies.