A aplicação do marketing de relacionamento em centrais receptivas de vendas de cartão de crédito

• Ano de defesa: 2008
• Autor(a) principal: Ribeiro, João Henrique
• Orientador(a): Las Casas, Alexandre Luzzi
• 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: Setor de telemarketing e telesserviços; Marketing de relacionamento > Estudo de caso; Cartoes de credito > Marketing; Telemarketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: https://tede2.pucsp.br/handle/handle/1304

This research work has the purpose of verifying the use of Relationship Marketing in a receptive credit card sales central, as means of increasing sales performance and encouraging product use and customer fidelity through a case study. Its relevance resides in the fact that Telemarketing and Teleservice Segments are the country s major employers, in addition to being the principal tool used by different companies (from credit card to telecommunications services) in acquiring new customers. Despite its great potential in generating relationships and bringing closer companies and customers, telemarketing isn t viewed positively by consumers, being subject to criticism by different market segments, possibly prone to a restrictive regulatory process, where individuals may claim their right not to be approached by telemarketing actions. Consequently, understanding how the company / customer relationship can be improved and encouraged through the use of receptive sales centrals becomes a relevant research subject for researchers and companies from different segments. The theoretical foundation was structured using two approaches: the use of Direct Marketing initiatives to acquire customers and the analysis of efforts to keep them, using a Relationship Marketing model that focuses on building individualized relationships, as means of identifying and satisfying consumer needs. The analysis of results in applying Relationship Marketing to a receptive credit card sales central suggests that its use can increase sales volumes, having a positive impact on customer contact and satisfaction, from planning the communication to be delivered by the operators, to a better customer / operator interaction, focused on the attention given to customers that call a sales central