Loading...
Publication
Departamento Comercial e Vendas da Empresa Fixando
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.54 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente trabalho consiste no relatório de estágio curricular efetuado no 3º semestre do Mestrado em Gestão e Estratégia Empresarial, lecionado na Universidade Europeia. Trata-se de um elemento integrante e conclusivo do curso e tem como objetivo descrever as atividades e tarefas desenvolvidas no estágio curricular, bem como um estudo empírico sobre marketing relacional e a sua intervenção na captação e fidelização de clientes, numa plataforma digital. Este trabalho apresenta as diversas atividades desenvolvidas no decorrer do estágio curricular, assim como uma análise crítica das mesmas e sugestões de melhoria.
As empresas têm cada vez mais a necessidade de implementação de uma abordagem de marketing relacional para atingirem os seus objetivos de vendas e de lucro. Sendo assim, é crucial para as empresas o desenvolvimento de estratégias de marketing relacional que permitam identificar e reter os melhores clientes. Sem dúvida que um dos ativos com mais valor para as empresas consiste numa carteira de clientes fiel. Esta realidade foi comprovada na vivência em contexto empresarial sendo uma questão em constante análise pela empresa onde foi desenvolvido o estágio curricular.
Numa perspetiva teórica, este trabalho analisa a importância do marketing relacional, onde a confiabilidade é crucial para a fidelização de clientes e, consequentemente, para conseguir a criação e manutenção de uma relação de longo prazo mutuamente benéfica para a empresa e os seus clientes.
Atualmente, para desenvolverem estratégias de fidelização de clientes, as empresas recorrem cada vez mais às suas bases de dados. É muito importante a integração de sistemas de CRM como Back Office possibilitando extrair informação para a tomada de decisão, conseguindo assim, criar relacionamentos personalizados e individualizados com o cliente, tendo como objetivo a sua rentabilização. O aumento da qualidade e eficiência nesses relacionamentos deve-se, em grande parte, à constante evolução das tecnologias de informação e comunicação que possibilitam novas formas de interação com os clientes.
This document represents the report of a curricular internship done in the 3rd semester of the Master in Management and Business Strategy, taught at the European University. It is an integral and conclusive element of the Master’s degree and aims to describe the activities and tasks developed in the curricular internship, as well as an empirical study on relationship marketing and its intervention in the customer acquisition and retention in a digital platform. This paper presents the various activities developed during the curricular internship, as well as it’s critical analysis and suggestions for improvement. Companies increasingly need to implement a relationship marketing approach to reach their sales objectives and profit goals. Therefore, it is crucial for companies to develop relationship marketing strategies that allow them to identify and retain the best customers. Undoubtedly, one of the most valuable assets for companies is a loyal customer base. This reality was proven in the experience business context being an issue constantly analyzed by the company where the curricular internship was developed. In a theoretical perspective, this paper analyzes the importance of relationship marketing, where reliability is crucial for customer loyalty and, consequently, for creating and maintaining a mutually beneficial long-term relationship for the company and its customers. Nowadays, in order to develop customer loyalty strategies, companies increasingly rely on their databases. It is very important to integrate CRM systems such as Back Office to extract information for decision making. Its also important to create personalized and individualized relationships with the client, aiming at their profitability. The increase in quality and efficiency in these relationships is due in large part to the constant evolution of information and communication technologies that enable new ways of interacting with customers.
This document represents the report of a curricular internship done in the 3rd semester of the Master in Management and Business Strategy, taught at the European University. It is an integral and conclusive element of the Master’s degree and aims to describe the activities and tasks developed in the curricular internship, as well as an empirical study on relationship marketing and its intervention in the customer acquisition and retention in a digital platform. This paper presents the various activities developed during the curricular internship, as well as it’s critical analysis and suggestions for improvement. Companies increasingly need to implement a relationship marketing approach to reach their sales objectives and profit goals. Therefore, it is crucial for companies to develop relationship marketing strategies that allow them to identify and retain the best customers. Undoubtedly, one of the most valuable assets for companies is a loyal customer base. This reality was proven in the experience business context being an issue constantly analyzed by the company where the curricular internship was developed. In a theoretical perspective, this paper analyzes the importance of relationship marketing, where reliability is crucial for customer loyalty and, consequently, for creating and maintaining a mutually beneficial long-term relationship for the company and its customers. Nowadays, in order to develop customer loyalty strategies, companies increasingly rely on their databases. It is very important to integrate CRM systems such as Back Office to extract information for decision making. Its also important to create personalized and individualized relationships with the client, aiming at their profitability. The increase in quality and efficiency in these relationships is due in large part to the constant evolution of information and communication technologies that enable new ways of interacting with customers.
Description
Keywords
Marketing Relacional Captação e Fidelização de Clientes Satisfação de Clientes CRM Vendas