Customer loyalty in B2B markets: the case of Portuguese cork industry

• Autor(a) principal: Costa, Marcos Paulo de Almeida Braga da
• Data de Publicação: 2014
• 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.v0i10.5836

The increases in competition, the globalization of the markets, the technological developments, the deregulation or privatization are regressive factors in the consolidation of client share.On the other hand, the clients are becoming more sophisticated and more price sensitive, less label sensitive, more demanding and less loyal; or they have less time and want better quality and access to goods and services. The above factors have contributed strongly to a bigger client spread leading to a reduction in customer loyalty. The CRM became a management tool, helping to maximize the communication relationship between companies and companies with their stakeholders, with the objective of achieving excellence.The best path to achieve this objective is to know who the best clients are, and to develop with them a long and close relationship, using the development of relationship marketing.This dissertation illustrates the study of the relationship between CRM and the client’s loyalty. The objective of this study is to find out if the adoption of this CRM system by the companies of the cork sector, in B2B markets allows them to achieve bigger levels of loyalty.Thus, we developed an empirical study using questionnaire via internet and proceeded to statistical analysis using SPSS (Statistical Package for the Social Sciences).The results show that whether or not the company implemented a CRM system, levels of satisfaction, trust and commitment do not change significantly. However, these three levels are strongly correlated, being decisive in the pursuit of loyalty.