Criação de vantagem competitiva a partir da gestão da experiência do cliente: um case da Azul Linhas Aéreas Brasileiras

Abstract

This study addresses the creation of competitive advantage through Customer Experience Management (CEM) in the Brazilian air transportation sector, with Azul Linhas Aéreas Brasileiras as the object of analysis. The main objective is to examine how the customer experience management practices adopted by the company contribute to its competitive differentiation and to the achievement of superior market performance. To this end, a qualitative and descriptive approach was employed, based on a case study supported by a bibliographic review, documentary analysis, and the examination of secondary data obtained from industry reports, indicators, and sectoral metrics, with particular emphasis on the Net Promoter Score (NPS). The results indicate that Azul has developed a consistent customer-centric strategy, integrating tangible and intangible attributes throughout the passenger journey, supported by an organizational culture oriented toward customer and employee experience. The analyzed data reveal high levels of customer satisfaction, loyalty, and effective demand resolution, as well as superior performance compared to its main competitors, as reflected in key market indicators. It is concluded that customer experience management constitutes a strategic determinant for the development of sustainable competitive advantage in the airline industry, contributing not only to service differentiation but also to the strengthening of customer relationships and the growth of market share for the analyzed company.