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O que pretendem os clientes das marcas/empresas nos social network sites como auxilio para o social customer relationship customer relationship management
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O cliente dos dias de hoje é cada vez mais virtual, deixou de ter uma atitude passiva perante as marcas que consome, procurando a criação de um envolvimento e relacionamento com as mesmas. Esta mudança de paradigma introduz-nos o Social Customer Relationship Management (SCRM) que se apresenta como uma estratégia de Customer Relationship Management (CRM), que se encontra muito focada na criação de envolvimento com o cliente na Web 2.0, nomeadamente, nos Social Networks Sites (SNSs).
A presente dissertação pretende averiguar no contexto português, o que procuram os clientes quando se conectam a uma marca/empresa nos SNSs, perceber as implicações do género, faixa etária e das diferentes plataformas nos objetivos pretendidos, assim como averiguar se a Web 2.0 e os SNSs, permitem ao cliente interagir, envolver-se e criar uma relação com a marca.
A investigação assume assim uma abordagem quantitativa com recurso a uma amostragem não probabilística por conveniência, tendo sido utilizados para análise 262 questionários, de onde foi possível concluir que os principais objetivos dos clientes são obter informações gerais, apoiar a marca e ver testemunhos e experiências de outros clientes. Adicionalmente foi possível observar que os objetivos não diferem de acordo com a faixa etária do cliente, contudo, verificou-se que dependendo do SNS onde a marca/empresa está inserida, os objetivos de interação com esta diferem.
Este estudo é trona-se assim num contributo importante na área do SCRM, do ponto de vista teórico e de gestão, na medida em que confere um conjunto de insights importantes sobre o tema.
Nowadays, the customer is an increasingly virtual customer, who no longer has a passive attitude towards the brands, they want connect, relates and engage with them. This change of paradigm introduces us the Social Customer Relationship Management (SCRM), presents itself as a customer relationship management (CRM) strategy which is focused on creating customer engagement in Web 2.0, more specifically in Social Networks Sites (SNSs). In this way, this research intends to investigate in the Portuguese context, what costumer want when they connect to a brand/company on SNSs, understanding the implications of gender, age, and different platforms in the intended goals, as well as find out whether the Web 2.0 and SNSs are spaces that allow the customer to interact, engage and build relationship whit the brand. The investigation assumes a quantitative approach through a non-probability sampling by convenience, it has been used to analyze 262 questionnaires, where it was concluded that the main customers goals, are get general information, support the brand and see witnesses and experiences of other customers. Additionally it was observed that the goals, do not differ according to the age of the customer, however it was found that depending the SNS where the brand/company is present, the interaction objectives change. The conclusions of the present study are a contribution to the existing theory in this area of SCRM and for the managers who use this strategy, giving them a number of important insights for defining the same.
Nowadays, the customer is an increasingly virtual customer, who no longer has a passive attitude towards the brands, they want connect, relates and engage with them. This change of paradigm introduces us the Social Customer Relationship Management (SCRM), presents itself as a customer relationship management (CRM) strategy which is focused on creating customer engagement in Web 2.0, more specifically in Social Networks Sites (SNSs). In this way, this research intends to investigate in the Portuguese context, what costumer want when they connect to a brand/company on SNSs, understanding the implications of gender, age, and different platforms in the intended goals, as well as find out whether the Web 2.0 and SNSs are spaces that allow the customer to interact, engage and build relationship whit the brand. The investigation assumes a quantitative approach through a non-probability sampling by convenience, it has been used to analyze 262 questionnaires, where it was concluded that the main customers goals, are get general information, support the brand and see witnesses and experiences of other customers. Additionally it was observed that the goals, do not differ according to the age of the customer, however it was found that depending the SNS where the brand/company is present, the interaction objectives change. The conclusions of the present study are a contribution to the existing theory in this area of SCRM and for the managers who use this strategy, giving them a number of important insights for defining the same.
Descrição
Mestrado em Marketing
Palavras-chave
Social Customer Relationship Management Customer Relationship Management Web 2.0, Social Networks Sites Social Media
Contexto Educativo
Citação
Sá, Gonçalo Miguel Ruivo de (2016). "O que pretendem os clientes das marcas/empresas nos social network sites como auxilio para o social customer relationship customer relationship management". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão