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Plano de marketing para a empresa Zhiwei
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Resumo(s)
A comunidade chinesa tem vindo a aumentar em Portugal, tanto ao nível das pessoas residentes como nos negócios. Um desses negócios é a comida étnica, pois tem um papel importante na vida diária e a restauração étnica pode representar uma boa parte da indústria de serviços. Neste contexto, apresenta-se um plano de marketing para a empresa de restauração ZHIWEI, para 2022, com o objetivo de atrair novos clientes, mantendo os atuais. Para a concretização desse plano, foi feita uma pesquisa qualitativa, através de entrevista ao gerente da empresa, e um inquérito aos seus clientes com base nos modelos CFFRSERV e SERVQUAL. Os dados quantitativos foram tratados através do SPSS, tendo sido feita uma análise de regressão múltipla, a qual indica que o constructo capacidade de resposta, ou seja, a vontade de ajudar os clientes e fornecer um serviço rápido, é o preditor mais importante para a satisfação dos clientes. Para além deste, a ZHIWEI deverá apostar na garantia e empatia e na confiabilidade, pois estes três preditores são os que maior impacto têm na qualidade percebida pelos clientes.
The Chinese community in Portugal is constantly expanding both in the number of residents and in business activities. Ethnic catering, a crucial part of the service industry, plays an important role in daily life. In this research, author presents a marketing plan for the company ZHIWEI in 2022. The new marketing plan aims to attract new customers and also keep the current ones. To implement this plan, qualitative studies were followed up, including an interview with the company's manager, and a survey for its customers which was based on the CFFRSERV and SERVQUAL models. Quantitative data was processed by SPSS, and multiple regression analysis performed. The results of analysis indicate that the responsiveness construct, which means the willing to help customers and providing service quickly, is the most important predictor for customer satisfaction. Apart from responsiveness construct, the company ZHIWEI should also focus on guarantee and empathy and reliability, because these three predictors have great impact on the perception to service quality.
The Chinese community in Portugal is constantly expanding both in the number of residents and in business activities. Ethnic catering, a crucial part of the service industry, plays an important role in daily life. In this research, author presents a marketing plan for the company ZHIWEI in 2022. The new marketing plan aims to attract new customers and also keep the current ones. To implement this plan, qualitative studies were followed up, including an interview with the company's manager, and a survey for its customers which was based on the CFFRSERV and SERVQUAL models. Quantitative data was processed by SPSS, and multiple regression analysis performed. The results of analysis indicate that the responsiveness construct, which means the willing to help customers and providing service quickly, is the most important predictor for customer satisfaction. Apart from responsiveness construct, the company ZHIWEI should also focus on guarantee and empathy and reliability, because these three predictors have great impact on the perception to service quality.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de marketing Qualidade de serviço Restauração Marketing plan Service quality Restaurant
Contexto Educativo
Citação
Wang, Xin (2021). "Plano de marketing para a empresa Zhiwei". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão