L'immagine della rete nazionale di assistenza tecnica di un'azienda multinazionale di telefonia mobile leader di mercato. Analisi della cultura del cliente finale e misurazione della sua soddisfazione

This work presents the results of a research aimed at analysing the image of the Italian national service network of a multinational mobile phone company, market leader, through the measurement of its customers' satisfaction. The research that was carried out within a wider organizational development project aimed at improving the service quality of this network. It pursued two main goals: to analyse the customer's perception of the company's national service network and to measure the customer satisfaction of the assistance services provided from it. The inquiry was conducted using a specific measurement methodology of customer satisfaction, called MISURE (Cavalieri 2003), based on the detection of cultural and emotional dynamics which influence the dynamics of offer and the demand between customers and service providers, according to the psychosocial theory of the analysis of the demand and the construct of collusion, elaborated by Renzo Carli on the basis of Matte Blanco's theory of Bi-Logic (Carli 1990, 1995; Carli e Giovagnoli 2010; Matte Blanco 1975). The data gathered through a specific questionnaire were therefore processed applying descriptive and multivariate statistical techniques through the SPAD Software and interpreted according to the psychosocial models of social relationships identified by Carli and Paniccia for the psychological analysis of texts and discourses (Carli e Paniccia 2002). The results showed a customer segmentation based on different patterns of representations and satisfaction levels, which resulted as concerned more with needs for power and affiliation than with requests for specific competencies and products. The organisational development lines that emerged from the analysis are aimed at increasing the awareness of the national service network's centers about their common objectives, in relation to the needs of their customers, in order to develop a more aware and organised way of service offer, that would allow customers to have a more realistic image of the company's service network and would better orient their demand.