TCC - Bacharelado em Administração (UAST)
URI permanente para esta coleçãohttps://arandu.ufrpe.br/handle/123456789/2930
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Item Marketing digital: Um estudo referente ao impacto e a importância do marketing digital sobre a fidelização dos clientes de uma empresa do segmento de mercado de chocolates finos localizada no município de Salgueiro-PE(2022-05-20) Freitas, Ayane Rezende Barboza de; Silva, Luciana Isabela Borges dos Santos; http://lattes.cnpq.br/0732507446275556; Não localizadoThis article aimed to present the importance of strategies and tools used by digital marketing and their impact on customer loyalty of a company in the market segment of fine chocolates located in the municipality of Salgueiro-PE. Such strategies and tools become fundamental, in the face of a context of constant changes in the market. The means of communication, such as social media, are capable of providing companies with a new means of disseminating and promoting their products and services and of bringing the company and customer closer 5 together. To achieve this objective, two specific purposes were raised: To analyze how digital marketing strategies and tools are used to retain and retain the company's customers; and verify the degree of interactivity and approximation between company and customers. For the method, the qualitative-quantitative research technique was used, through which a questionnaire was developed to be applied to the company's manager and customers, in order to collect information on the subject addressed. Finally, the results obtained show the importance of a well-planned digital marketing plan for a better use of all the tools and strategies that it can offer along with social media as a means of marketing, dissemination and promotion. Such means are currently used by companies to better meet the needs of customers and, in this way, satisfy them and make them loyal customers.Item Análise do ciclo de serviços de uma loja de vestuário(2020-11-05) Silva, Regina de Almeida; Farias, Ana Paula da Silva; http://lattes.cnpq.br/9195858306109701The use of the service cycle works as a managerial tool that helps the organization to work with the intangible and variable aspect of its processes and the criteria used by customers to evaluate the services provided. This research aims to build the service cycle of an organization in the clothing sector and map the critical points of the process that may interfere with the satisfaction of its customer, considering the five dimensions of quality proposed by Zeithaml and Bitner (2003): reliability, responsiveness, security, empathy and tangible aspects of the service. The present research is exploratory and descriptive; with a qualitative approach and with the case study method, using a document and participant observation. The theoretical framework was based on the following authors: Las Casas (2019), Lovelock; Wright, 2006; Gianesi; Corrêa, 2018; Zeithaml; Bitner; Gremler, 2014, Fiebig; Freitas, (2011); Lamprecht, (1994); Cobra, (1986), Fitzsimmons and Fitzsimmons (2014), Albrecht and Bradford (1992), Grönroos (1984), Teixeira et al. (2012), Carlzon; Langerstrom, (2005). Spiller et al. (2004), Toledo et al. (2012). From the analysis of the satisfaction survey documents made by the company and the participant observation, it was possible to build the store's service cycle and observe that the critical moments are in the first stage of service provision - social networks and store visits. Therefore, it is necessary for the company's managers to evaluate this stage of their production cycle, in the quest to build customer loyalty and win new business.