Ação de negócios em uma clínica odontológica: a partir de um sistema de relacionamentos com clientes

• Ano de defesa: 2023
• Autor(a) principal: Lima, Yngrid Santos
• Orientador(a): Barbosa, Marcos Antônio de Souza
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Departamento: DACI - Departamento de Administração – Itabaiana - Presencial
• Palavras-chave em Português: Administração; Negócio; Tecnologia da informação
• Palavras-chave em Inglês: Administration; Business; Information Technology
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA
• Link de acesso: https://ri.ufs.br/jspui/handle/riufs/18113

The market for providing dental services has become increasingly competitive due to the number of professionals and dental clinics in Brazil, where business modeling is a tool that has been fundamental in achieving success and survival in the market. To stand out, it is necessary to create treatment and relationship differentials with the client and / or patient. This study aims to analyze the main strategies and business actions of a dental clinic in the city of Itabaiana-SE, based on a relationship technology used with customers. For the development of the study, a qualitative research was used through a semi-structured interview script. The method for data analysis was based on transcripts in which the following themes emerged: attracting clients, client relationships, actions for client loyalty and humanized care. It is concluded that the service through the Central Customer Relationship System - CRC becomes important in the dental services market from the case study of the dental clinic, allowing an increase in the number of patients and profits.