Instrumentos tradicionais de marketing direto como estímulo ao uso do chat online no marketing de relacionamento

• Autor(a) principal: Cavalcante, Benício Domingos Dantas Marques
• Data de Publicação: 2015
• 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/26009
• topic: Marketing de relacionamento; Marketing direto; Instituições financeiras

This research aims to investigar what estimulates or underestimulates clients of a credit card manager company to adhere or not to online chatting as a tool for comunicating with the company. This research is bibliographic, documental and is also a case study, as it is based on previously released materials and it deals with information from a real company. As secondary goals, this research sought to investigate the influence of e-mail marketing as an estimulator for clients to adhere to this tool and evaluate the variations of the use of online chatting on different client groups (people and companies as clients). For such checking, two banners were released to advertise the tool within the client base which have registered e-mail addresses and, after that, the tool access results were measured and the adherence was compared to other communication tools available for clients. Also, the number of accesses from the previous month was put together with the numbers from after the e-mail marketing advertisement. The results obtained from the variations of access and adherence to the tool after the sending of the e-mail marketing with the banners have indicated that the tradicional direct marketing tool (email marketing) influence on the adherence of clients on the usage of online chatting.