Marketing and sales management : FERESPE’s case study
Autor(a) principal: | |
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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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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 |
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/10400.14/23633 TID:201699370 |
url |
http://hdl.handle.net/10400.14/23633 |
identifier_str_mv |
TID:201699370 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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