Marketing contábil: um estudo de caso sobre satisfação e fidelização de clientes em um escritório de contabilidade no município de Jardim do Seridó/RN

• Autor(a) principal: Santos, Nataly Inêz Fernandes dos
• Data de Publicação: 2016
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFRN
• Texto Completo: https://repositorio.ufrn.br/handle/123456789/43479
• topic: Marketing Contábil; Relacionamento com Clientes; Satisfação - Cliente; Fidelização; Administração

The use of marketing provides a number of benefits to companies, including brand awareness, customer acquisition, customer loyalty and hence profitability of services. Silent and rewarding way, the book marketing has benefited accounting firms through its tools. However, there are few studies on this topic in Brazil and many countries still have difficulties to attract and retain your target audience because the forms of disclosure of accounting services flee a bit from traditional used by other companies in different market segments. This is why accounting requires more secrecy and delicacy in the way of promoting their services because it is a segment that deals with very specific issues relevant to other companies. , It is therefore highlights the relevance of the right choice of the marketing strategies used by accounting firms to reach their target audience and maintain a good relationship with customers. On this basis, this study aimed to analyze the dynamics customers capture an accounting office in the city of Jardim do Seridó / RN, and the relationship that exists between the company and customers. For this, there was an exploratory-descriptive study of a qualitative nature, with application of semi-structured interviews with the counter / owner of the accounting firm - ECON - and a number of its active clients of trade segments, service and industry. As a result, the interview with the counter possible knowledge and analysis of the office used marketing strategies, as well as was possible to observe the position of the owner of the importance of customer for your business. Customers, in turn, reported their experiences, showing satisfaction and interest to continue enjoying the services. We conclude that the office used by marketing strategies affect the owner's expectations and provide better service techniques, aligned to the good relationship with customers. Through the reports of respondents, it was considered that the greatest tool for attracting and retaining customers is trust, credibility, charisma and responsibility of the owner and office staff convey to society and customers.