Detalhes bibliográficos
| Ano de defesa: |
2022 |
| Autor(a) principal: |
Raposo, Larissa Luz
 |
| Orientador(a): |
Cordeiro, Rafaela Almeida |
| Banca de defesa: |
Almeida, Luciana Florêncio de,
Rosenthal, Benjamin,
Boaventura, Patrícia |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/635
|
Resumo: |
Customer centricity has become relevant both in academia and in the market. While researchers explore the concept’s understanding and applications, companies are looking to implement customer centricity as a strategic approach. Still, there is a gap between what is understood and what is implemented. This gap is discussed from the Service-Dominant Logic theoretical perspective to understand the concept of customer centricity and its application in organizations. The synthesis of the main perceptions of Brazilian market executives regarding implementation of customer centricity is presented in seven categories built by inputs from ten interviews with leaders in companies of various sizes and segments. Main findings from literature and interviews were used to synthetize an implementation model describing five steps to guide companies on customer centricity implementation path. |
