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Abstract(s)
Conhecer e identificar as necessidades dos clientes, torna-se, nos dias de hoje, um fator
decisivo para o sucesso de uma empresa. O marketing relacional, em conjunto com as
ferramentas de comunicação, torna possível a criação de um relacionamento, mais fácil
e conveniente, para as partes envolvidas – clientes e empresa.
Com o presente relatório pretende-se analisar o potencial das ferramentas de
comunicação, na promoção de relacionamentos contínuos e duradouros e o grau de
satisfação e de fidelização dos clientes, relativamente à utilização dada pela empresa, no
caso concessionário automóvel, Finiclasse.
O constante desenvolvimento das tecnologias de informação, criou uma nova
necessidade às empresas de desenvolverem novos métodos de gestão de relacionamentos
com os clientes – CRM – possibilitando uma maior agilidade no acesso às informações
necessárias e permitindo interações mais eficazes e um diferencial competitivo.
O cruzamento da fundamentação teórica com as tarefas realizadas durante o estágio e os
dados recolhidos pelo questionário do após-venda, utlizado por uma das marcas que o
concessionário representa, permitiu verificar que, para a Finiclasse, as ferramentas de
comunicação parecem mostrar-se importantes para a manutenção de relacionamentos
com os clientes. Para além disso, sendo a avaliação da satisfação dos clientes uma análise
geral e o ponto de partida para a sua fidelização, os resultados parecem dar a entender
que, o nível de satisfação dos clientes da Finiclasse, pode dever-se ao reconhecimento do
bom uso das ferramentas de comunicação pela empresa que, por sua vez, auxilia a
conversão dos clientes em promotores da empresa, que recomendam os seus serviços.
Knowing and identifying customers' needs, nowadays, become a decisive factor for the success of a company. Relational Marketing in conjunction with communication tools makes it possible to create an effortless and more suitable relationship for both parties involved - customers and the company. This report aims analysis on the potential from communication tools in promoting continuous and long-lasting relationships and customer satisfaction level and loyalty, related to the use made by the company, in this case, Finiclasse, a car dealer. Constant development of Information Technologies created the need for companies to develop new methods for managing customer relationships - CRM – providing greater agility in accessing necessary information and allow interactions that are more effective and a competitive advantage. The crossing of the theoretical foundation with tasks performed during the internship and the data collected by the after-sales questionnaire, used by one of the brands that the dealer represents, granted that, for Finiclasse, communication tools are important for maintaining customer relationships. In addition, as the evaluation of customer satisfaction is an overall analysis and the starting point for their loyalty, results seem to imply that the level of satisfaction by customers, at Finiclasse, could be on the recognition of good use communication tools by the company that helps conversion from customers into company promoters who recommend their services.
Knowing and identifying customers' needs, nowadays, become a decisive factor for the success of a company. Relational Marketing in conjunction with communication tools makes it possible to create an effortless and more suitable relationship for both parties involved - customers and the company. This report aims analysis on the potential from communication tools in promoting continuous and long-lasting relationships and customer satisfaction level and loyalty, related to the use made by the company, in this case, Finiclasse, a car dealer. Constant development of Information Technologies created the need for companies to develop new methods for managing customer relationships - CRM – providing greater agility in accessing necessary information and allow interactions that are more effective and a competitive advantage. The crossing of the theoretical foundation with tasks performed during the internship and the data collected by the after-sales questionnaire, used by one of the brands that the dealer represents, granted that, for Finiclasse, communication tools are important for maintaining customer relationships. In addition, as the evaluation of customer satisfaction is an overall analysis and the starting point for their loyalty, results seem to imply that the level of satisfaction by customers, at Finiclasse, could be on the recognition of good use communication tools by the company that helps conversion from customers into company promoters who recommend their services.
Description
Keywords
Comunicação Relacional Fidelização Finiclasse Marketing Relacional Satisfação