Marketing and sales management : FERESPE’s case study

Detalhes bibliográficos
Autor(a) principal: Guimarães, Ana Carolina Gomes
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/23633
Resumo: No matter how competitive a particular industry may be, the essential will always be the collaboration and sharing of interests between the different parties. So, more than ever, it is absolutely crucial to exceed consumer expectations through innovative strategies that will ensure competitive advantages. Therefore, the maintenance and creation of good customer relationships have been a priority for every business as well as understanding which factors influence loyalty. In fact, this concept has been studied by several authors throughout the years. However, the definition of loyalty and what influences it is not consensual due to its complexity (Majumdar, 2005) (cited by Gee et al. (2008), p.360). That is why the purpose of this Master Final Work is to contribute, in theoretical and practical terms, to unveil what influences the loyalty of FERESPE’s clients. Furthermore, it is a valuable contribution to understand the main constructs of loyalty in order to improve marketing strategies and to achieve retention and creation of more and better relationships within customers. Applying the proposed conceptual model, built upon literature review, it was concluded that providing a good experience is important as it affects customer satisfaction, delivers customer loyalty, instills confidence, supports the brand and also creates emotional bonds with customers (Kong, 2011).
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spelling Marketing and sales management : FERESPE’s case studyRelationship marketingCustomer relationship managementBusiness-to-businessCustomer loyaltyTrustCommitmentService quality and communicationDomínio/Área Científica::Ciências Sociais::Economia e GestãoNo matter how competitive a particular industry may be, the essential will always be the collaboration and sharing of interests between the different parties. So, more than ever, it is absolutely crucial to exceed consumer expectations through innovative strategies that will ensure competitive advantages. Therefore, the maintenance and creation of good customer relationships have been a priority for every business as well as understanding which factors influence loyalty. In fact, this concept has been studied by several authors throughout the years. However, the definition of loyalty and what influences it is not consensual due to its complexity (Majumdar, 2005) (cited by Gee et al. (2008), p.360). That is why the purpose of this Master Final Work is to contribute, in theoretical and practical terms, to unveil what influences the loyalty of FERESPE’s clients. Furthermore, it is a valuable contribution to understand the main constructs of loyalty in order to improve marketing strategies and to achieve retention and creation of more and better relationships within customers. Applying the proposed conceptual model, built upon literature review, it was concluded that providing a good experience is important as it affects customer satisfaction, delivers customer loyalty, instills confidence, supports the brand and also creates emotional bonds with customers (Kong, 2011).Silva, Susana Costa eVeritati - Repositório Institucional da Universidade Católica PortuguesaGuimarães, Ana Carolina Gomes2017-12-06T10:20:09Z2017-05-1720172017-05-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/23633TID:201699370enginfo: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:RCAAP2023-07-12T17:29:37Zoai:repositorio.ucp.pt:10400.14/23633Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:19:24.390030Repositório 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 Marketing and sales management : FERESPE’s case study
title Marketing and sales management : FERESPE’s case study
spellingShingle Marketing and sales management : FERESPE’s case study
Guimarães, Ana Carolina Gomes
Relationship marketing
Customer relationship management
Business-to-business
Customer loyalty
Trust
Commitment
Service quality and communication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Marketing and sales management : FERESPE’s case study
title_full Marketing and sales management : FERESPE’s case study
title_fullStr Marketing and sales management : FERESPE’s case study
title_full_unstemmed Marketing and sales management : FERESPE’s case study
title_sort Marketing and sales management : FERESPE’s case study
author Guimarães, Ana Carolina Gomes
author_facet Guimarães, Ana Carolina Gomes
author_role author
dc.contributor.none.fl_str_mv Silva, Susana Costa e
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Guimarães, Ana Carolina Gomes
dc.subject.por.fl_str_mv Relationship marketing
Customer relationship management
Business-to-business
Customer loyalty
Trust
Commitment
Service quality and communication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Relationship marketing
Customer relationship management
Business-to-business
Customer loyalty
Trust
Commitment
Service quality and communication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description No matter how competitive a particular industry may be, the essential will always be the collaboration and sharing of interests between the different parties. So, more than ever, it is absolutely crucial to exceed consumer expectations through innovative strategies that will ensure competitive advantages. Therefore, the maintenance and creation of good customer relationships have been a priority for every business as well as understanding which factors influence loyalty. In fact, this concept has been studied by several authors throughout the years. However, the definition of loyalty and what influences it is not consensual due to its complexity (Majumdar, 2005) (cited by Gee et al. (2008), p.360). That is why the purpose of this Master Final Work is to contribute, in theoretical and practical terms, to unveil what influences the loyalty of FERESPE’s clients. Furthermore, it is a valuable contribution to understand the main constructs of loyalty in order to improve marketing strategies and to achieve retention and creation of more and better relationships within customers. Applying the proposed conceptual model, built upon literature review, it was concluded that providing a good experience is important as it affects customer satisfaction, delivers customer loyalty, instills confidence, supports the brand and also creates emotional bonds with customers (Kong, 2011).
publishDate 2017
dc.date.none.fl_str_mv 2017-12-06T10:20:09Z
2017-05-17
2017
2017-05-17T00:00:00Z
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TID:201699370
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instacron:RCAAP
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