Análise do customer relationship management (CRM): relação empresa, cliente usuário, teoria - um estudo de caso em uma empresa desenvolvedora de software

• Ano de defesa: 2006
• Autor(a) principal: Brambilla, Flávio Régio
• Orientador(a): Sampaio, Cláudio Hoffmann
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING DE RELACIONAMENTO; CLIENTES - ATENDIMENTO
• Link de acesso: http://hdl.handle.net/10923/1254

The Customer Relationship Management (CRM) means a marketing practice, driven by a philosophy and a marketing strategy. It is applied through technological support, and it is in the border line between the areas of Administration and Technology of Computer Science. To a better understanding of the necessary attributes in search for the effectiveness of the relationship marketing by this practice, with a broader organizational inclusion, and larger capacity of information about the customers' behavior, this paper presents two dimensions of analyses and their respective variables. By a case study, involving a company based on a software development and another company as a customer using this CRM software, it was possible to better understand the relationship between technology and managerial focus on customers. The technological and the organizational dimensions of CRM were respectively approached in a qualitative perspective and were divided in variables for a better presentation of the results and a better understanding of the theme. The validation of this study was obtained through the use of the given indicators, constituted by an academic research based on the specialized literature, which was used as orientation. When compared to the practical results obtained in the organizations, afier a comparison with the three scenarios, this theory provided consistent results, which brought to light the consistent or non-consistent relationships already mentioned between companies and the academic theory. CRM is more than the use of the technological solutions, it is in fact an application of a dynamic contact with the customers using thecnological support as a tool; this is related to a consumer's behavior. The results obtained demonstrate that the practices of CRM are more complex and misunderstood by the organizations than the theory had previously assumed. Even though the relationship among the companies showed a satisfactory level of consistencies, the academic knowledge helps in the actions related to the relationship marketing, and to the implementation of a CRM program; the academic premises must be usedfor the facilitation of the practical use processes.