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Advisor(s)
Abstract(s)
Com os constantes avanços tecnológicos e, consequentemente, com o surgimento de novas tecnologias da comunicação e da informação, as empresas sentiram a necessidade acrescida de se preocuparem com a relação que têm com os seus clientes, os quais são um fator muito importante para a manutenção das mesmas. Os comerciais de vendas surgem como moderadores dessa relação.
O Marketing Relacional compreende tudo aquilo que uma empresa tem que fazer para melhorar a relação com os seus clientes e para atrair novos. O presente Projeto de Investigação procura desenvolver um estudo que chame a atenção para a importância da relação entre comprador e vendedor no processo de satisfação e de fidelização dos clientes. Pretende-se, ainda, perceber se esta relação está diretamente relacionada com a satisfação dos clientes.
Este estudo segue uma metodologia assente em pesquisas bibliográficas e inquérito. Os resultados são baseados na análise dos dados do questionário e vão incidir na imagem da empresa e do comercial de vendas, no contato com a empresa, nos aspetos valorizados na escolha de um fornecedor, na satisfação e na fidelização dos clientes.
As principais conclusões que tiramos do estudo são que a imagem do comercial de vendas, a imagem da empresa e os aspetos mais valorizados para a escolha de um fornecedor estão diretamente ligadas com a satisfação dos clientes. Comprovamos, ainda, que a satisfação está relacionada com a fidelização dos clientes.
With the constant advances in technology and consequently with the emergence of new information, communications and technologies, companies felt the need to worry about the relationship they have with their customers, which are a very important factor for the maintenance of the same. Salespersons arise as moderators of this relationship. Relationship Marketing includes everything that a company has to do to improve the relationship with their customers and to attract new ones. This research project seeks to develop a study that calls attention to the importance of the relationship between buyer and seller in the process of satisfaction and loyalty. It is intended also to understand if this relationship is directly targeted to customer satisfaction. This study follows a methodology based on library research and inquiry. The results are based on analysis of the questionnaire data and will focus on the company’s image and salesperson, in contact with the company, the valued aspects in choosing a supplier, satisfaction and customer loyalty’s. Main conclusions took the study are that the image of salesperson, corporate image and most valued aspects of choosing a supplier is directly linked to customer satisfaction. We prove also that satisfaction is related to customer loyalty.
With the constant advances in technology and consequently with the emergence of new information, communications and technologies, companies felt the need to worry about the relationship they have with their customers, which are a very important factor for the maintenance of the same. Salespersons arise as moderators of this relationship. Relationship Marketing includes everything that a company has to do to improve the relationship with their customers and to attract new ones. This research project seeks to develop a study that calls attention to the importance of the relationship between buyer and seller in the process of satisfaction and loyalty. It is intended also to understand if this relationship is directly targeted to customer satisfaction. This study follows a methodology based on library research and inquiry. The results are based on analysis of the questionnaire data and will focus on the company’s image and salesperson, in contact with the company, the valued aspects in choosing a supplier, satisfaction and customer loyalty’s. Main conclusions took the study are that the image of salesperson, corporate image and most valued aspects of choosing a supplier is directly linked to customer satisfaction. We prove also that satisfaction is related to customer loyalty.
Description
Keywords
Marketing relacional Fidelização Satisfação Relação entre comprador e vendedor
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Educação de Viseu