A fidelização de clientes através da comercialização em sites de compra coletiva

• Autor(a) principal: Oliveira, Daniel Dantas de
• Data de Publicação: 2012
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/30297
• topic: Clientes - Lealdade; Comércio eletrônico; Marketing de relacionamento

This monograph examines the light of theories of relationship marketing, loyalty to the shop for customers who purchase through collective buying sites. Given the perception that customers are increasingly demanding and increasingly fierce competition, this new marketing system, the collective purchase, clearly demonstrates the rise, and thus arises the need to check if companies are marketing their products through collective purchase are applying relationship marketing strategies to customer loyalty. This paper presents the concepts of quality products and services, customer satisfaction and service of Post-Marketing as key elements of loyalty. It should be noted, though, the differences between the Mass Marketing and Relationship Marketing, and show all the systematic functioning of collective purchasing, identifying the main benefits and risks of each subject involved in this system. Characterized as descriptive research, literature, technical procedures with a case study. The data collection instrument was a questionnaire (Appendix A), applied to a sample of 40 students of the Faculty of Economics, Business Administration, Actuarial and Executive Secretary, who had already purchased a site of collective buying. After analyzing the survey data, although constatemos 20% of cases of dissatisfaction, we conclude that 80% of commercial premises, is able to generate a relative degree of customer satisfaction in consuming products purchased through collective