NPS: como a relação com o cliente pode alavancar uma empresa aérea, o caso Azul linhas aéreas

Abstract

The metric called Net Promoter Score (NPS), adopted by several companies, including airlines, is the subject of this study, which aimed to analyze the NPS results in the main Brazilian airlines, with emphasis on Azul Linhas Aéreas as a customer loyalty strategy. Therefore, the methodology adopted was based on a qualitative approach, basic nature of research, with descriptive objectives and bibliographic and documental procedures, and on a case study. From the results obtained, it was found that Gol, Latam and Azul Linhas Aéreas adopt NPS and analyze their results. Referring to the numbers of Gol and Latam, both scored a low NPS in 2022, which puts them in the Improvement Zone, that is, that of dissatisfied customers. On the other hand, the 61 points obtained by Azul in the same year classified it in the Quality Zone, which translates into its services approved by passengers. In addition, when checking Azul's NPS between 2018 and 2022, the results showed that this company remains consecutively in the Quality Zone as a result of differentiated strategies to retain and attract more customers. Among its differentials, there was the excellence of its services aligned with the needs of customers, opportunities extracted from the most difficult situations and the high rate of resolution of problems pointed out by passengers. With the study, it is concluded that Azul uses the results of the NPS to further improve its services and, with that, manages to maintain a high approval rate and attract even more passengers.