Marketing de relacionamento com clientes da pessoa jurídica do Banco do Nordeste do Brasil da agência Currais Novos

• Autor(a) principal: Oliveira, Patrício da Silva
• 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/123456789/43544
• topic: Marketing de relacionamento.; Fidelização - Cliente.; satisfação - Cliente.; Administração

This course conclusion work covers research how customers can be loyal through relationship marketing. At first, a contextual analysis of the entire company was held, then defined the overall goal: as the relationship marketing strategies can contribute to customer loyalty of corporate portfolio of Banco do Nordeste do Brasil da Agência de Currais Novos and specific objectives: to identify the techniques and applications of relationship marketing in the corporate portfolio; find out how relationship marketing can help the supply of goods and/or services better tailored to the profile and expectations of each client; see how customers corporate portfolio evaluate the implementation of relationship marketing by the bank and finally, to analyze whether customers of the corporation know all products and/or services they are entitled in the bank. After a qualitative survey was conducted, exploratory, with content analysis, which served as the basis for supporting quantitative research, which aimed to measure and quantify the customer satisfaction percentage. The interpretation and tabulation of the data, the analysis indicates that to win customer loyalty is important to understand the values and needs, thus applying the most appropriate marketing tools.