A importância da fidelização de clientes no mercado competitivo: o caso da Revendedora Sagitário Veículos

• Ano de defesa: 2015
• Autor(a) principal: Cembranelli, Elida Silva Pereira Luz
• Orientador(a): Cardoso, Onésimo de Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Marketing; CRM; Fidelização; Satisfação
• Palavras-chave em Inglês: Marketing; Customer loyalty; Satisfaction
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1129

The current marketing context largely contributed finds it difficult to retain customers. In seeking to understand the customer loyalty process, it is important to perform a theoretical study on the influences that affect consumer decision making through marketing tools to meet the needs of it. In this context, the survey aimed to investigate the customer loyalty process for product and service. We sought to further understand the influences of satisfaction, perceived value, trust and relationship marketing in the decision making process involving the purchase of repetition of the same product and service. Therefore, the survey was based on a literature review and a case study with in-depth interview for resources to interpret qualitative research with a focus on company vehicles Sagittarius. Realized the importance of the subject, before the great challenge in retaining customers in a competitive and with similar products market. For customer retention, some attributes were mentioned, such as: quality, perceived value, performance marketing, commitment, trust and satisfaction. Customer satisfaction is just one of the factors that influence the consumer to maintain the link with the company, determining loyalty, and the consumer can be satisfied with the product and service, but migrate to the competition in search of a differential, which can be price, product differentiation, among other variables. Marketing directly influence the consumer in recognition phase of needs, since the company properly use the marketing mix in its strategy, as well as the use of CRM as an ideal management tool for keeping loyal consumers at the stage of post sale. It is noteworthy that, ultimately, customer loyalty is recognized from the repurchase held by consumers, and this action led by a number of factors such as: satisfaction, perceived value, trust and loyalty