Use of social networks in managing customer relationship

Detalhes bibliográficos
Autor(a) principal: Carneiro, Catarina Lima
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.34624/ei.v0i7.6040
Resumo: Interactions between companies and customers have changed throughout the years and, due to many reasons like sociocultural, legal, political, economic, ecological and technological evolution, these relationships have increased considerably in the last decades. As a result, the marketing strategy is no longer based on a purely transactional marketing approach but one of new marketing with a much more relational perspective. The companies’ priorities have changed and they are presently more concerned about their relationship with customers, rather than with production which used to be a priority.Many companies have already started using CRM (Customer Relationship Management) to store, manage and organize customers’ contacts by means of web-based software that support these actions but social networks turned out to be another way of attracting new customers and keeping previous customers' creating a relationship of trust and making relationship management easier. Social network websites have therefore a growing importance in the relationship between companies end consumers.The present thesis assesses the level of use and the impact of social networks in the customer relationships management, as far as companies are concerned. Within this framework, an empirical study based on a quiz enquiry has been made in companies in the scope of the district of Aveiro. We intend therefore to try to understand whether companies are aware of this new reality and in what way they are managing it.
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spelling Use of social networks in managing customer relationshipUtilização das redes sociais na gestão do relacionamento com o clienteInteractions between companies and customers have changed throughout the years and, due to many reasons like sociocultural, legal, political, economic, ecological and technological evolution, these relationships have increased considerably in the last decades. As a result, the marketing strategy is no longer based on a purely transactional marketing approach but one of new marketing with a much more relational perspective. The companies’ priorities have changed and they are presently more concerned about their relationship with customers, rather than with production which used to be a priority.Many companies have already started using CRM (Customer Relationship Management) to store, manage and organize customers’ contacts by means of web-based software that support these actions but social networks turned out to be another way of attracting new customers and keeping previous customers' creating a relationship of trust and making relationship management easier. Social network websites have therefore a growing importance in the relationship between companies end consumers.The present thesis assesses the level of use and the impact of social networks in the customer relationships management, as far as companies are concerned. Within this framework, an empirical study based on a quiz enquiry has been made in companies in the scope of the district of Aveiro. We intend therefore to try to understand whether companies are aware of this new reality and in what way they are managing it.Nas últimas décadas, fruto de alterações socioculturais, politico-legais, económicas, tecnológicas e ecológicas, o meio envolvente de marketing tem evoluído de forma substancial. Como consequência, o pensamento estratégico de marketing deixou de se basear numa abordagem de marketing meramente transacional para se sustentar numa nova abordagem de marketing com uma perspetiva sobretudo relacional. Atualmente, as prioridades das empresas estão extremamente focadas na relação que desejam que seja mantida com os seus clientes. Criar e manter relações duradouras com os seus clientes constitui uma das suas principais preocupações.Neste contexto, muitas empresas já recorrem a sistemas de CRM (Customer Relationship Management) para gerir e organizar todos os contactos de clientes, através de softwares baseados na web que oferecem suporte para estas ações. Adicionalmente, as redes sociais apresentam-se como um canal com um enorme potencial, dado que podem atrair novos clientes, permitir o contacto direto com os atuais gerando uma relação de confiança entre as partes e facilitando a gestão do relacionamento com o cliente. Os websites de redes sociais assumem assim um papel crescente e preponderante nas relações entre as empresas e os consumidores.A presente dissertação avalia o grau de utilização e impacto das redes sociais na gestão do relacionamento com o cliente por parte das empresas. Neste âmbito, realizou-se um estudo empírico com base no inquérito por questionário a empresas do distrito de Aveiro, em que se analisou se as empresas estão conscientes desta nova realidade e de que forma aproveitam as redes sociais na sua gestão quotidiana de relacionamentos com os clientes.Instituto Superior de Contabilidade e Administração da Universidade de Aveiro2013-01-01T00:00:00Zotherinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/ei.v0i7.6040oai:proa.ua.pt:article/6040Estudos do ISCA; No 7 (2013)Estudos do ISCA; n.º 7 (2013)1646-48500873-2019reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/estudosdoisca/article/view/6040https://doi.org/10.34624/ei.v0i7.6040https://proa.ua.pt/index.php/estudosdoisca/article/view/6040/4450https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessCarneiro, Catarina Lima2022-09-22T16:24:18Zoai:proa.ua.pt:article/6040Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:59:30.184304Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Use of social networks in managing customer relationship
Utilização das redes sociais na gestão do relacionamento com o cliente
title Use of social networks in managing customer relationship
spellingShingle Use of social networks in managing customer relationship
Carneiro, Catarina Lima
title_short Use of social networks in managing customer relationship
title_full Use of social networks in managing customer relationship
title_fullStr Use of social networks in managing customer relationship
title_full_unstemmed Use of social networks in managing customer relationship
title_sort Use of social networks in managing customer relationship
author Carneiro, Catarina Lima
author_facet Carneiro, Catarina Lima
author_role author
dc.contributor.author.fl_str_mv Carneiro, Catarina Lima
description Interactions between companies and customers have changed throughout the years and, due to many reasons like sociocultural, legal, political, economic, ecological and technological evolution, these relationships have increased considerably in the last decades. As a result, the marketing strategy is no longer based on a purely transactional marketing approach but one of new marketing with a much more relational perspective. The companies’ priorities have changed and they are presently more concerned about their relationship with customers, rather than with production which used to be a priority.Many companies have already started using CRM (Customer Relationship Management) to store, manage and organize customers’ contacts by means of web-based software that support these actions but social networks turned out to be another way of attracting new customers and keeping previous customers' creating a relationship of trust and making relationship management easier. Social network websites have therefore a growing importance in the relationship between companies end consumers.The present thesis assesses the level of use and the impact of social networks in the customer relationships management, as far as companies are concerned. Within this framework, an empirical study based on a quiz enquiry has been made in companies in the scope of the district of Aveiro. We intend therefore to try to understand whether companies are aware of this new reality and in what way they are managing it.
publishDate 2013
dc.date.none.fl_str_mv 2013-01-01T00:00:00Z
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https://proa.ua.pt/index.php/estudosdoisca/article/view/6040/4450
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dc.publisher.none.fl_str_mv Instituto Superior de Contabilidade e Administração da Universidade de Aveiro
publisher.none.fl_str_mv Instituto Superior de Contabilidade e Administração da Universidade de Aveiro
dc.source.none.fl_str_mv Estudos do ISCA; No 7 (2013)
Estudos do ISCA; n.º 7 (2013)
1646-4850
0873-2019
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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