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Advisor(s)
Abstract(s)
As alterações verificadas no comércio e em especial no comércio a retalho vieram
alterar a forma dos clientes se relacionarem com as empresas. Deste modo é de
especial interesse para as empresas o desenvolvimento de estratégias de marketing
relacional que permitam identificar e reter os melhores clientes.
Numa perspetiva teórica, este trabalho analisa a importância do marketing relacional e
da fidelização de clientes para a criação e manutenção de uma relação de longo prazo
mutuamente benéfica para a empresa e para os seus clientes.
Uma base de clientes fiéis é indiscutivelmente um dos ativos mais valiosos das
empresas. Esta foi também a realidade constatada em contexto empresarial e uma
das questões de interesse da empresa estudada.
A constante evolução das novas tecnologias de informação e comunicação vem
introduzir no mercado novas formas de interação com os clientes tanto no aspeto
relacional como na fidelização destes.
Neste contexto foi realizado um estudo de uma empresa de comércio de retalho com o
objetivo de analisar a forma e os meios que a empresa utiliza para se relacionar com
os clientes.
Foram verificados cento e oitenta e oito inquéritos a clientes da referida empresa em
que os resultados apontam para um número equilibrado de respostas quanto ao
género e um registo etário médio de inquiridos com idades superiores aos trinta e um
anos.
Constatou-se ainda que, pelos resultados obtidos o nível de satisfação ≠ fidelização dos
clientes é elevada
The changes in commerce and in particular in retail commerce have changed the way customers relate to companies. Thus, it is of particular interest to companies to develop relational marketing strategies to identify and retain the best customers. From a theoretical perspective, this paper analyzes the importance of relational marketing and customer loyalty to create and maintain a mutually beneficial long-term relationship to the company and its customers. A loyal customer base is arguably one of the most valuable company assets. This was also the reality found from a business context and one of the issues of interest on the researched company. The constant development of new information and communication technologies, introduces to the market new forms to interact with customers both in the relational aspects as well as the loyalty of the same. In this context, a study was conducted on a retail trading company in order to analyze the ways and means the company uses to relate to customers. We conducted one hundred eighty-eight customer surveys on the company customers that which point to a balanced number of answers as to gender and age for respondents aged over at thirty-one. It was noted that in the results obtained that there is a high level of satisfaction ≠/ loyalty
The changes in commerce and in particular in retail commerce have changed the way customers relate to companies. Thus, it is of particular interest to companies to develop relational marketing strategies to identify and retain the best customers. From a theoretical perspective, this paper analyzes the importance of relational marketing and customer loyalty to create and maintain a mutually beneficial long-term relationship to the company and its customers. A loyal customer base is arguably one of the most valuable company assets. This was also the reality found from a business context and one of the issues of interest on the researched company. The constant development of new information and communication technologies, introduces to the market new forms to interact with customers both in the relational aspects as well as the loyalty of the same. In this context, a study was conducted on a retail trading company in order to analyze the ways and means the company uses to relate to customers. We conducted one hundred eighty-eight customer surveys on the company customers that which point to a balanced number of answers as to gender and age for respondents aged over at thirty-one. It was noted that in the results obtained that there is a high level of satisfaction ≠/ loyalty
Description
Keywords
Marketing Relacional Satisfação e Fidelização Comunicação Relational Marketing Communication Satisfaction and Loyalty