Customer relationship management field lab at PCDIG: Customer segmentation

Detalhes bibliográficos
Autor(a) principal: Mota, Rita Margarida Vieira
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/68868
Resumo: The purpose of this study is to suggest a segmentation model that best suits PCDIGA’s resources and its customer database. To achieve this, an extensive analysis was carried out about the company, which was combined with literature research regarding the subjects of customer relationship management and segmentation. As a result, a segmentation was proposed, which was tested through an online survey that reached over 4 000 individuals. Recommendations were drawn for the company to develop the resulting 7 segments according to their potential and value produced.
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spelling Customer relationship management field lab at PCDIG: Customer segmentationCRMSegmentationRFMCustomer loyaltyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this study is to suggest a segmentation model that best suits PCDIGA’s resources and its customer database. To achieve this, an extensive analysis was carried out about the company, which was combined with literature research regarding the subjects of customer relationship management and segmentation. As a result, a segmentation was proposed, which was tested through an online survey that reached over 4 000 individuals. Recommendations were drawn for the company to develop the resulting 7 segments according to their potential and value produced.Cardoso, ElizabeteRUNMota, Rita Margarida Vieira2019-05-07T14:07:27Z2019-01-172019-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/68868TID:202225097enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:32:36Zoai:run.unl.pt:10362/68868Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:34:52.266265Repositório 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 Customer relationship management field lab at PCDIG: Customer segmentation
title Customer relationship management field lab at PCDIG: Customer segmentation
spellingShingle Customer relationship management field lab at PCDIG: Customer segmentation
Mota, Rita Margarida Vieira
CRM
Segmentation
RFM
Customer loyalty
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Customer relationship management field lab at PCDIG: Customer segmentation
title_full Customer relationship management field lab at PCDIG: Customer segmentation
title_fullStr Customer relationship management field lab at PCDIG: Customer segmentation
title_full_unstemmed Customer relationship management field lab at PCDIG: Customer segmentation
title_sort Customer relationship management field lab at PCDIG: Customer segmentation
author Mota, Rita Margarida Vieira
author_facet Mota, Rita Margarida Vieira
author_role author
dc.contributor.none.fl_str_mv Cardoso, Elizabete
RUN
dc.contributor.author.fl_str_mv Mota, Rita Margarida Vieira
dc.subject.por.fl_str_mv CRM
Segmentation
RFM
Customer loyalty
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic CRM
Segmentation
RFM
Customer loyalty
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The purpose of this study is to suggest a segmentation model that best suits PCDIGA’s resources and its customer database. To achieve this, an extensive analysis was carried out about the company, which was combined with literature research regarding the subjects of customer relationship management and segmentation. As a result, a segmentation was proposed, which was tested through an online survey that reached over 4 000 individuals. Recommendations were drawn for the company to develop the resulting 7 segments according to their potential and value produced.
publishDate 2019
dc.date.none.fl_str_mv 2019-05-07T14:07:27Z
2019-01-17
2019-01-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/68868
TID:202225097
url http://hdl.handle.net/10362/68868
identifier_str_mv TID:202225097
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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