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CRM no sector das bebidas: o caso da SuperBock e o envolvimento com a marca
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| 1.59 MB | Adobe PDF |
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Abstract(s)
Num mercado cada vez mais competitivo, a gestão eficaz das relações com os clientes (CRM – Customer Relationship Management) assume um papel central na fidelização e envolvimento com a marca. Esta dissertação tem como objetivo analisar de que forma a implementação do CRM influencia o brand engagement no setor das bebidas, considerando a satisfação do cliente como uma variável moderadora. Para tal, foi adotado um estudo de caso da marca Super Bock, com base numa metodologia mista, que combinou a revisão da literatura com uma abordagem quantitativa suportada na aplicação de um questionário a clientes utilizadores da plataforma de CRM “Autêntico”. A análise dos dados, realizada com recurso ao software SPSS e à macro PROCESS, permitiu confirmar que a perceção de uma boa implementação de CRM tem um impacto positivo e estatisticamente significativo no brand engagement dos consumidores (H1). No entanto, a satisfação do cliente, analisada isoladamente, não apresentou um efeito direto positivo sobre o envolvimento com a marca (H2), contrariando parte da literatura. Por outro lado, confirmou-se o seu papel moderador (H3), reforçando a relação entre o CRM e o brand engagement quando os níveis de satisfação são mais elevados. Estes resultados sustentam a importância de alinhar estratégias de CRM com a experiência do cliente, contribuindo para a compreensão dos mecanismos que fortalecem as relações marca-consumidor no setor das bebidas.
In an increasingly competitive market, effective customer relationship management (CRM) plays a central role in customer loyalty and brand engagement. This dissertation aims to analyze how CRM implementation influences brand engagement in the beverage sector, considering customer satisfaction as a moderating variable. To achieve this, a case study of the Super Bock brand was conducted, based on a mixed methodology that combined a literature review with a quantitative approach supported by a survey applied to users of the brand's CRM platform “Autêntico.” Data analysis, performed using SPSS and the PROCESS macro, confirmed that the perception of effective CRM implementation has a positive and statistically significant impact on consumers' brand engagement (H1). However, customer satisfaction, when analyzed independently, did not show a direct positive effect on brand engagement (H2), contradicting part of the existing literature. On the other hand, its moderating role was confirmed (H3), as it strengthens the relationship between CRM and brand engagement when satisfaction levels are higher. These results highlight the importance of aligning CRM strategies with the customer experience and contribute to a deeper understanding of the mechanisms that reinforce brand–consumer relationships in the beverage sector.
In an increasingly competitive market, effective customer relationship management (CRM) plays a central role in customer loyalty and brand engagement. This dissertation aims to analyze how CRM implementation influences brand engagement in the beverage sector, considering customer satisfaction as a moderating variable. To achieve this, a case study of the Super Bock brand was conducted, based on a mixed methodology that combined a literature review with a quantitative approach supported by a survey applied to users of the brand's CRM platform “Autêntico.” Data analysis, performed using SPSS and the PROCESS macro, confirmed that the perception of effective CRM implementation has a positive and statistically significant impact on consumers' brand engagement (H1). However, customer satisfaction, when analyzed independently, did not show a direct positive effect on brand engagement (H2), contradicting part of the existing literature. On the other hand, its moderating role was confirmed (H3), as it strengthens the relationship between CRM and brand engagement when satisfaction levels are higher. These results highlight the importance of aligning CRM strategies with the customer experience and contribute to a deeper understanding of the mechanisms that reinforce brand–consumer relationships in the beverage sector.
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Keywords
Customer Relationship Management (CRM) Brand Engagement Customer satisfaction Super Bock Setor das Bebidas Marketing relacional