Descoberta de conhecimento em bases de dados e estratégias de relacionamento com clientes: um estudo no setor de serviços

• Ano de defesa: 2008
• Autor(a) principal: Fernandes, Marcelo Pires
• Orientador(a): Popadiuk, Silvio
• Banca de defesa: Llatas, Maria Virginia , Albertin, Alberto Luiz
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração de Empresas
• Departamento: Administração
• País: BR
• Palavras-chave em Português: estratégias de relacionamento; descoberta de conhecimento em bases; mineração de dados
• Palavras-chave em Inglês: relationship strategies; knowledge discovery in databases; data mining
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23522

The research problem to be studied is related to the way companies from the services industry use customer databases to discover useful knowledge about their customers, in order to improve the development of relationship strategies with them. This issue is important mainly because due to the increasing of concurrence and customer demand, the company needs to relate differently with their customers, so that thy can keep in its portfolio the most profitable ones. In this way, the theory has suggested a deeper integration among distinct disciplines as Relationship Marketing, CRM and Data Mining. In this current study, it was investigated the way the theory presents and describes database analysis processes and, as a result, some proposals were found out, that segment the processes of discovering knowledge in databases in stages like problem understanding, data understanding, data preparation, data modeling data, model evaluation and deployment. The target population was composed by companies from the services industry from São Paulo and Rio de Janeiro cities and a quantitative research was made by applying a questionnaire to 67 professionals from the target population. In this research, themes as utilization level from stages of process of discovering knowledge in databases, utilization level of data mining techniques and utilization level of relationship strategies were investigated. It was discovered that the companies researched have a high utilization level of the stages of knowledge discovery identified in the theory, just only a small part of the data mining techniques are uniformly used by the companies researched and, at last, the strategies with the highest utilization levels are that related to the acquisition of new customers and identification of profitable ones. This last discover was a little bit surprising, because it is opposed to the way of thinking of some authors who defend companies should focus on their relationship strategies in the customer retention. These results can be used to support companies, in subjects related to the development of customer relationship strategies, based in an integrated analysis of business issues, customer information, as well quantitative models of analysis from this information, in order to turn it into useful knowledge to the making decision.