Portais corporativos como ferramenta para o relacionamento com o cliente
Ano de defesa: | 2009 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Nove de Julho
|
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração
|
Departamento: |
Administração
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://bibliotecatede.uninove.br/tede/handle/tede/665 |
Resumo: | While still evolving in the real environment, the discussion about client relationship is advancing towards the virtual world, what makes relationship marketing, the internet and the cooperative portals part of the new daily routine of the companies. Since they are considered to be a probable solution to the client relationship in the virtual world, the cooperative portals are the main topic in this dissertation whose intent is to investigate in what way the cooperative portals contribute towards promoting and improving the relationship between the companies and their clients. In order to fulfill the objectives of this dissertation, this research was defined as being exploratory based on a single case-study. For the analysis of the problem, the first phase aimed at comprehending the strategic objectives of the company regarding its cooperative portal and the tools used to create and improve the client relationship through the cooperative portal. The investigation was carried out using in-depth interviews with the executives who are directly involved in the cooperative portal of the company being studied. Using the sequenced triangulation, the result obtained from the interviews provided a basis for the second phase of the investigation, the survey carried out with the clients of the company being studied. This second part investigated the relationship of the client with the cooperative portal, their understanding and perception regarding the same points that the company had indicated to be its objectives for the portal. At the end of the study, the objectives of the company and the perceptions of the clients were compared, what led to considerations about the portal s efficiency in attaining the objectives of the relationship marketing and also its contributions to a better placement of the tools available in the portal in face of the company s strategy and also the clients needs and expectations |
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Zilber, Silvia NovaesCPF:08512261838http://lattes.cnpq.br/2329851999310719Pizzinatto, Nádia KassoufCPF:00000000000http://lattes.cnpq.br/7904670006695041Sthehlau, SuzanneCPF:03810001848http://lattes.cnpq.br/8218543658220664Ficher, Neide Caldeirão2015-04-08T15:35:05Z2012-02-242009-03-18FICHER, Neide Caldeirão. Corporative Vestibules as tool for the relationship with the customer. 2009. 174 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009.http://bibliotecatede.uninove.br/tede/handle/tede/665While still evolving in the real environment, the discussion about client relationship is advancing towards the virtual world, what makes relationship marketing, the internet and the cooperative portals part of the new daily routine of the companies. Since they are considered to be a probable solution to the client relationship in the virtual world, the cooperative portals are the main topic in this dissertation whose intent is to investigate in what way the cooperative portals contribute towards promoting and improving the relationship between the companies and their clients. In order to fulfill the objectives of this dissertation, this research was defined as being exploratory based on a single case-study. For the analysis of the problem, the first phase aimed at comprehending the strategic objectives of the company regarding its cooperative portal and the tools used to create and improve the client relationship through the cooperative portal. The investigation was carried out using in-depth interviews with the executives who are directly involved in the cooperative portal of the company being studied. Using the sequenced triangulation, the result obtained from the interviews provided a basis for the second phase of the investigation, the survey carried out with the clients of the company being studied. This second part investigated the relationship of the client with the cooperative portal, their understanding and perception regarding the same points that the company had indicated to be its objectives for the portal. At the end of the study, the objectives of the company and the perceptions of the clients were compared, what led to considerations about the portal s efficiency in attaining the objectives of the relationship marketing and also its contributions to a better placement of the tools available in the portal in face of the company s strategy and also the clients needs and expectationsAinda em evolução no ambiente real, a discussão sobre o relacionamento com o cliente se desloca para o mundo virtual, tornando o marketing de relacionamento, a Internet e os portais corporativos parte do novo dia-a-dia das empresas. Considerados uma provável solução para o relacionamento com o cliente no mundo virtual, os portais corporativos são o objeto de estudo dessa dissertação, que se propõe a investigar de que maneira eles contribuem para promover e desenvolver o relacionamento entre as empresas e seus clientes. Para atender aos objetivos desta dissertação, esta pesquisa foi definida como exploratória, baseada em estudo de caso único. Para a análise do problema, a primeira fase buscou compreender os objetivos estratégicos da empresa em relação ao seu portal corporativo e as ferramentas utilizadas para, através dele, criar e desenvolver o relacionamento com seus clientes. Esta investigação foi realizada por meio de entrevistas em profundidade com os executivos diretamente envolvidos com o portal corporativo da empresa em estudo. Utilizando a triangulação seqüenciada, o resultado obtido nas entrevistas forneceu o embasamento para a segunda fase da investigação, o survey realizado com os clientes da empresa em análise. Esta segunda fase investigou a relação do cliente com o portal corporativo, seu entendimento e a sua percepção em relação aos mesmos itens apontados pela empresa como seus objetivos para o portal. Ao final deste estudo foram confrontados os objetivos da empresa e a percepção dos clientes, emergindo daí considerações sobre a eficiência do portal para a consecução dos objetivos do marketing de relacionamento e, ainda, contribuições para um melhor posicionamento das ferramentas dispostas no portal frente à estratégia da empresa e às necessidades e expectativas de seus clientesMade available in DSpace on 2015-04-08T15:35:05Z (GMT). No. of bitstreams: 1 B_Neide Ficher.pdf: 2398537 bytes, checksum: 9af33a5bb2e5d5e3356f9cd91606dfe7 (MD5) Previous issue date: 2009-03-18application/pdfporUniversidade Nove de JulhoPrograma de Pós-Graduação em AdministraçãoUninoveBRAdministraçãoMarketing de RelacionamentoInternetPortais CorporativosPercepção do clienteRelationship MarketingInternetCooperative PortalsClient PerceptionCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOPortais corporativos como ferramenta para o relacionamento com o clienteCorporative Vestibules as tool for the relationship with the customerinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALB_Neide Ficher.pdfapplication/pdf2398537http://localhost:8080/tede/bitstream/tede/665/1/B_Neide+Ficher.pdf9af33a5bb2e5d5e3356f9cd91606dfe7MD51tede/6652022-06-03 16:42:13.707oai:localhost:tede/665Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2022-06-03T19:42:13Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
Portais corporativos como ferramenta para o relacionamento com o cliente |
dc.title.alternative.eng.fl_str_mv |
Corporative Vestibules as tool for the relationship with the customer |
title |
Portais corporativos como ferramenta para o relacionamento com o cliente |
spellingShingle |
Portais corporativos como ferramenta para o relacionamento com o cliente Ficher, Neide Caldeirão Marketing de Relacionamento Internet Portais Corporativos Percepção do cliente Relationship Marketing Internet Cooperative Portals Client Perception CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Portais corporativos como ferramenta para o relacionamento com o cliente |
title_full |
Portais corporativos como ferramenta para o relacionamento com o cliente |
title_fullStr |
Portais corporativos como ferramenta para o relacionamento com o cliente |
title_full_unstemmed |
Portais corporativos como ferramenta para o relacionamento com o cliente |
title_sort |
Portais corporativos como ferramenta para o relacionamento com o cliente |
author |
Ficher, Neide Caldeirão |
author_facet |
Ficher, Neide Caldeirão |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Zilber, Silvia Novaes |
dc.contributor.advisor1ID.fl_str_mv |
CPF:08512261838 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/2329851999310719 |
dc.contributor.referee1.fl_str_mv |
Pizzinatto, Nádia Kassouf |
dc.contributor.referee1ID.fl_str_mv |
CPF:00000000000 |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/7904670006695041 |
dc.contributor.referee2.fl_str_mv |
Sthehlau, Suzanne |
dc.contributor.authorID.fl_str_mv |
CPF:03810001848 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8218543658220664 |
dc.contributor.author.fl_str_mv |
Ficher, Neide Caldeirão |
contributor_str_mv |
Zilber, Silvia Novaes Pizzinatto, Nádia Kassouf Sthehlau, Suzanne |
dc.subject.por.fl_str_mv |
Marketing de Relacionamento Internet Portais Corporativos Percepção do cliente |
topic |
Marketing de Relacionamento Internet Portais Corporativos Percepção do cliente Relationship Marketing Internet Cooperative Portals Client Perception CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Relationship Marketing Internet Cooperative Portals Client Perception |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
While still evolving in the real environment, the discussion about client relationship is advancing towards the virtual world, what makes relationship marketing, the internet and the cooperative portals part of the new daily routine of the companies. Since they are considered to be a probable solution to the client relationship in the virtual world, the cooperative portals are the main topic in this dissertation whose intent is to investigate in what way the cooperative portals contribute towards promoting and improving the relationship between the companies and their clients. In order to fulfill the objectives of this dissertation, this research was defined as being exploratory based on a single case-study. For the analysis of the problem, the first phase aimed at comprehending the strategic objectives of the company regarding its cooperative portal and the tools used to create and improve the client relationship through the cooperative portal. The investigation was carried out using in-depth interviews with the executives who are directly involved in the cooperative portal of the company being studied. Using the sequenced triangulation, the result obtained from the interviews provided a basis for the second phase of the investigation, the survey carried out with the clients of the company being studied. This second part investigated the relationship of the client with the cooperative portal, their understanding and perception regarding the same points that the company had indicated to be its objectives for the portal. At the end of the study, the objectives of the company and the perceptions of the clients were compared, what led to considerations about the portal s efficiency in attaining the objectives of the relationship marketing and also its contributions to a better placement of the tools available in the portal in face of the company s strategy and also the clients needs and expectations |
publishDate |
2009 |
dc.date.issued.fl_str_mv |
2009-03-18 |
dc.date.available.fl_str_mv |
2012-02-24 |
dc.date.accessioned.fl_str_mv |
2015-04-08T15:35:05Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
FICHER, Neide Caldeirão. Corporative Vestibules as tool for the relationship with the customer. 2009. 174 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/tede/handle/tede/665 |
identifier_str_mv |
FICHER, Neide Caldeirão. Corporative Vestibules as tool for the relationship with the customer. 2009. 174 f. Dissertação (Mestrado em Administração) - Universidade Nove de Julho, São Paulo, 2009. |
url |
http://bibliotecatede.uninove.br/tede/handle/tede/665 |
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8024035432632778221 |
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600 |
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openAccess |
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BR |
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Administração |
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Universidade Nove de Julho |
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