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Matriz importância-satisfação: uma ferramenta estratégica para otimizar o gabinete de apoio ao Munícipe da Câmara Municipal de Boticas
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Abstract(s)
Contexto e relevância: O Gabinete de Apoio ao Munícipe (GAM), criado em 2004 pela Câmara Municipal de Boticas, constitui uma resposta pública de proximidade dirigida à população residente em territórios de baixa densidade, envelhecidos e com fortes limitações no acesso aos serviços essenciais. Operando através de uma unidade móvel, o GAM tem como missão reduzir as desigualdades de acesso e garantir o exercício pleno da cidadania. Contudo, desde a sua implementação, nunca foi objeto de uma avaliação sistemática e fundamentada.
Questão de investigação: 1.ª Qual o grau de importância que os seus utilizadores atribuem aos serviços prestados pelo GAM? 2.ª Qual o grau de satisfação com os serviços prestados pelo GAM?
Objetivo: Avaliar os níveis de importância e de satisfação atribuídos ao GAM pelos seus utilizadores, com o intuito de identificar áreas críticas, propor medidas de melhoria e reforçar a orientação estratégica do serviço, com base numa lógica de gestão pública centrada no cidadão.
Metodologia: Foi adotada uma abordagem quantitativa, com base na aplicação de um inquérito por questionário, que originou 96 respostas válidas. A análise dos dados recorreu à Matriz Importância-Satisfação (MIS), proposta por Matzler et al. (2003), ancorada no modelo de Martilla e James (1977), complementada pelo indicador Net Promoter Score. Adicionalmente, foram avaliadas propostas de melhoria através de um segundo questionário.
Resultados: Os dados evidenciam que os cidadãos atribuem elevada importância ao GAM e manifestam níveis consistentes de satisfação com os serviços prestados. A aplicação da MIS
permitiu identificar atributos críticos, áreas de intervenção prioritária e oportunidades de otimização do serviço, as quais foram objeto de avaliação com resultados preliminares muito positivos.
Conclusões e recomendações: A utilização da MIS demonstrou ser uma ferramenta estratégica eficaz na gestão da qualidade percebida dos serviços públicos locais, permitindo alinhar a intervenção municipal com as reais expetativas dos cidadãos. O GAM afirma-se, assim, como um instrumento de reforço da coesão territorial e de governação pública orientada para o valor social.
Context and relevance: The Gabinete de Apoio ao Munícipe (GAM), created in 2004 by the Municipality of Boticas, is a proximity-based public service designed to support the population living in low-density territories, characterised by ageing demographics and significant limitations in accessing essential services. Operating through a mobile unit, the GAM aims to reduce inequalities in access and ensure the full exercise of citizenship. However, since its inception, it has never been subject to a systematic and evidence-based evaluation. Research questions: What is the level of importance that users attribute to the services provided by the GAM? What is the level of satisfaction with the services provided by the GAM? Objective: To assess the levels of importance and satisfaction attributed to the GAM by its users, with the aim of identifying critical areas, proposing improvement measures, and reinforcing the strategic orientation of the service based on a citizen-centred public management approach. Methodology: A quantitative approach was adopted, based on the application of a questionnaire survey, which yielded 96 valid responses. Data analysis was conducted using the Importance-Satisfaction Matrix (ISM), proposed by Matzler et al. (2003), based on the model of Martilla and James (1977), and complemented by the Net Promoter Score indicator. Additionally, improvement proposals were evaluated through a second round of data collection. Results: The data show that citizens attribute high importance to the GAM and express consistent levels of satisfaction with the services provided. The application of the ISM enabled the identification of critical attributes, priority intervention areas, and opportunities for service optimisation, which were subsequently evaluated with positive preliminary results. Conclusions and recommendations: The use of the ISM proved to be an effective strategic tool for managing perceived quality in local public services, aligning municipal intervention with the actual expectations of citizens. The GAM thus emerges as an instrument for strengthening territorial cohesion and value-oriented public governance.
Context and relevance: The Gabinete de Apoio ao Munícipe (GAM), created in 2004 by the Municipality of Boticas, is a proximity-based public service designed to support the population living in low-density territories, characterised by ageing demographics and significant limitations in accessing essential services. Operating through a mobile unit, the GAM aims to reduce inequalities in access and ensure the full exercise of citizenship. However, since its inception, it has never been subject to a systematic and evidence-based evaluation. Research questions: What is the level of importance that users attribute to the services provided by the GAM? What is the level of satisfaction with the services provided by the GAM? Objective: To assess the levels of importance and satisfaction attributed to the GAM by its users, with the aim of identifying critical areas, proposing improvement measures, and reinforcing the strategic orientation of the service based on a citizen-centred public management approach. Methodology: A quantitative approach was adopted, based on the application of a questionnaire survey, which yielded 96 valid responses. Data analysis was conducted using the Importance-Satisfaction Matrix (ISM), proposed by Matzler et al. (2003), based on the model of Martilla and James (1977), and complemented by the Net Promoter Score indicator. Additionally, improvement proposals were evaluated through a second round of data collection. Results: The data show that citizens attribute high importance to the GAM and express consistent levels of satisfaction with the services provided. The application of the ISM enabled the identification of critical attributes, priority intervention areas, and opportunities for service optimisation, which were subsequently evaluated with positive preliminary results. Conclusions and recommendations: The use of the ISM proved to be an effective strategic tool for managing perceived quality in local public services, aligning municipal intervention with the actual expectations of citizens. The GAM thus emerges as an instrument for strengthening territorial cohesion and value-oriented public governance.
Description
Keywords
Avaliação do serviço público Qualidade percebida Território de baixa densidade Eficiência Matriz Importância-satisfação