Marketing de relacionamento: teoria e prática para fidelização de clientes

• Autor(a) principal: Gonzalez, Patricia Pedrosa
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/35290
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Relacionamento; Mercado smartphone; Fidelização; Relationship; Smartphone market; Loyalty

This study aims to verify how the two main companies of the smartphones in Brazil - Apple and Samsung - use the main strategies of relationship marketing with their customers to keep them satisfied and perhaps keeps them. To perform the mapping relationship strategies the project will seek to bring together concepts related to relationship marketing and customer loyalty, as well as showing through market research what customers consider most important to earn the respect, admiration and even loyalty . All of these items will guide the interpretation of data obtained for the case study of smartphone companies. To do this study will be evaluated whether products and services are considered quality, has considered attractive prices and helpful, available, responsive and kind in any channel of contact employees. Thus, it is expected that it is possible to have an overview about the major companies in the Brazilian smartphones behaves on points considered essential by consumers across the country