O impacto dos programas de relacionamento na lucratividade das empresas

• Autor(a) principal: Costa, Dennis Hanson
• Data de Publicação: 2004
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal Fluminense (RIUFF)
• Texto Completo: https://app.uff.br/riuff/handle/1/21257
• topic: marketing de relacionamento; marketing direto; lealdade; fidelização; Reiationship marketing; direct marketing; ioyalty; fidelity programs; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO

This work aims at investigating compames that strive to better serve their chents by means of the estabhshment of a profitable relationship for both parties. Throughout the text, the processes used are described and analysed, so as to in the end, bring forth the real unpact of relationship marketing m the financial bottom lines of companies that have adopted relationship with clients as a business stategy. By studying seven companies with different sizes, activities and goals, the study vies to show a broad panolama ofreiationship marketing m the Biazilian market. Based on non-structured interviews with executives in charge of relationship prograins, in which goais, stategies, tactics and results are described, parallels are drawn which added up to the theoretical body available, particuiarly the works by McKenna and Duffy, define a tentative roadmap that may be adopted by other companies that wish to build a closer bond with their clients, with aims at boosting their profitability. Using ROl as a measure for success the study conciudes that ali seven of the companies interviewed,, m their own measure and way, manage to be sucessful m their efforts towards relationship with ciients.