Made available in DSpace on 2016-04-25T16:44:25Z (GMT). No. of bitstreams: 1 Veridiana Nogueira Aimola.pdf: 907747 bytes, checksum: c84cd6c68e0fe3687c3ed0e7a78d97bb (MD5) Previous issue date: 2011-10-24 / The vision of this work is based on the urgency of other work and study, developed relationship marketing, bringing the main objective to identify possible constraints to the development or not of relationship marketing in consumer goods industries of mass. To do so, present a literature review on the subject and analyze how companies use relationship marketing as a strategy, are key highlights of this dissertation. Especially within the model of relationship marketing Gummesson, also known as 30 Rs. The elements of performance and proposed strategies are based on experiences gained through the data collection performed on field research conducted in the Unit of Analysis AmBev, the largest private consumer goods in Brazil, located in Sao Paulo, which had the support of ABIR - Brazilian Association of Soft Drinks and Soft Drinks. The methodology is set by the recommendations of Robert Yin, working with a single case study, however, using multiple sources of evidence as the researcher's observation, interviews, institutional materials, as well as research on the internet. Based on the convergence of different theoretical perspectives, the approach taken by this logic is no longer in tangible assets, the value entered or transactions, but on intangible assets such as skills, information and knowledge co-creation of value between them and the client organization and especially relationships. It was found that relationships are emerging as an important component of organizational performance, which is central to understanding the assumptions of a relationship, such as trust and commitment between the parties, the background of the relationship, such as some types of costs change, and, especially, the resulting relationship (eg loyalty). It is extremely complicated and difficult working relationship marketing in an industry of mass consumption. However, social media is emerging as an instrument approach to the public and, therefore, work try to give concreteness to relationship marketing / A visão deste trabalho está fundamentada na premência de outros trabalhos e estudos, desenvolvidos em marketing de relacionamento, trazendo como objetivo principal identificar as possíveis condicionantes para o desenvolvimento ou não do marketing de relacionamento nas indústrias de bens de consumo de massa. Para tanto, apresentar uma revisão literária sobre a temática e analisar como as empresas utilizam o marketing de relacionamento como estratégia, são destaques fundamentais dessa dissertação. Especialmente, dentro do modelo de marketing de relacionamento de Gummesson, também conhecido por 30 R s. Os elementos de desempenho e estratégias propostos estão fundamentados em experiências obtidas através da coleta de dados realizada na pesquisa de campo realizada na Unidade de Análise AMBEV, maior indústria privada de bens de consumo do Brasil, situada em São Paulo, que contou com o apoio da ABIR Associação Brasileira das Indústrias de Refrigerantes e de Bebidas Não Alcoólicas. A metodologia está configurada por meio das recomendações de Robert Yin, trabalhando com um estudo de caso único, contudo, utilizando múltiplas fontes de evidência como observação da pesquisadora, entrevistas, materiais institucionais, assim como pesquisas em internet. Baseada na convergência de diferentes perspectivas teóricas, o enfoque dado por essa lógica não é mais nos recursos tangíveis, no valor inserido ou nas transações, mas nos recursos intangíveis, como as habilidades, as informações e conhecimentos, a co-criação de valor entre a organização e o cliente e, especialmente, os relacionamentos. Verificou-se que os relacionamentos despontam como importante componente do desempenho organizacional, sendo este primordial para entender as premissas de um relacionamento, como por exemplo, a confiança e o comprometimento entre as partes; os antecedentes do relacionamento, como por exemplo, alguns tipos custos de mudança; e, principalmente, os consequentes do relacionamento (ex.: lealdade). É extremamente complexo e dificultoso trabalhar o marketing de relacionamento em uma indústria de consumo de massa. No entanto, as mídias sociais despontam como instrumento de aproximação ao público e, com isso, trabalhar a tentativa de dar concretude ao marketing de relacionamento

Made available in DSpace on 2016-04-25T16:45:01Z (GMT). No. of bitstreams: 1 Gustavo Egypto Barbosa.pdf: 548609 bytes, checksum: 880cca083865e4d8a1fc7e28d95c0ec9 (MD5) Previous issue date: 2007-11-05 / Hospitality is the art of welcoming someone and it is structured in the relationship established between a host and a guest, where the concern for a person is authentic, and that makes possible a relationship based in human values among people. Brazil has a cultural background that fosters hospitality, actually Brazilians are cordial and hospitable by nature. Hospitality, practiced at the hotels in the country, gives support to the development of national tourism, helping to increase foreign tourist flow, and even domestic tourist flow. In this context, this work tries to verify if hospitality really represents an aspect for improving relationships between a hotel and its guests, considering for this purpose three cases: Meliá Comfort WTC Brooklin, and Formule 1 Jardins hotels, located in the city of São Paulo city, and Saint Paul Residence hotel, located in Bauru city, a small city in São Paulo state. The research consists of a theoretical exploratory phase and a qualitative empiric. First hospitality, hotel education and relationship marketing concepts, are developed; and then the case studies are presented. The method chosen for collecting the data from the hotels was a personal semi-structured interview, with managers from the three hotels. From the interviews it was possible to observe that these focus mostly one or more aspects related to the economical, social and human side. Meliá Comfort hotel, stresses more quality of services for building up the relationship with its high class guests, while Saint Paul and Formule 1 Jardins hotels have the hospitality more closely connected to for building up an sustaining good relationships with guests / A hospitalidade é a arte de bem receber a alguém, e está baseada na relação estabelecida entre um anfitrião e um hóspede, na qual a preocupação com o próximo é autêntica, o que possibilita um relacionamento amistoso baseado em valores humanos entre as pessoas. O Brasil possui uma estrutura cultural que favorece a hospitalidade, pois o brasileiro é cordial e hospitaleiro por natureza. A hospitalidade, praticada nos hotéis do país, funciona como um auxílio no desenvolvimento do turismo nacional, favorecendo ao aumento no fluxo de turistas estrangeiros, e até mesmo no fluxo de turistas domésticos. Nesse sentido, o presente trabalho tem como objetivo verificar se a hospitalidade representa um fator de criação de bom relacionamentos entre um hotel e seus hóspedes, por meio da observação de três hotéis: Meliá Comfort WTC Brooklin, e Formule 1 Jardins, situados na cidade de São Paulo, e do hotel Saint Paul Residence, localizado no município de Bauru, no estado de São Paulo. A pesquisa apresenta dois momentos: a fase exploratória e a fase empírica qualitativa, em que, na primeira, desenvolve-se a parte teórica que embasou os conceitos de hospitalidade, hotelaria e marketing de relacionamento; e na segunda, realiza-se um estudo de casos, em que se observam todos os elementos estruturais que envolvem os hotéis estudados. O método escolhido para a coleta de dados da pesquisa qualitativa foi o da entrevista semi-estruturada, aplicada às administradoras dos três hotéis. A partir dos resultados da pesquisa, foi possível perceber que os hotéis pesquisados priorizam um ou mais aspectos relacionados ao lado econômico, social e humano. O hotel Meliá Comfort, visa mais a qualidade nos serviços na construção dos relacionamentos com seu hóspede, enquanto que os hotéis Saint Paul e Formule 1 Jardins têm a hospitalidade como fator decisivo na construção e manutenção de um bom relacionamento com o hóspede

La perception que le client a de sa propre fidélité envers une marque n’a pas été abordée dans la littérature en marketing relationnel. Cette recherche tente de pallier à cette limite de quatre manières : (1) en démontrant que la fidélité perçue peut être approchée comme une Catégorisation de Soi comme client Fidèle (CSF) correspondant à une évaluation subjective de sa similarité (typicalité perçue) à un prototype du client fidèle; (2) en identifiant les attributs du prototype du client fidèle organisés autour de 6 facteurs : Confiance, Continuité, Participation, Information, Identité, Exclusivité - les premières dimensions étant plus fortement représentatives de la fidélité; (3) en démontrant l’influence prépondérante de la CSF sur les attentes du client et ses intentions futures et (4) en démontrant que c’est davantage la CSF que la contribution réelle du client qui détermine la légitimité perçue des bénéfices qu’il reçoit de la part de la marque. L’intégration de la CSF dans la segmentation client apparaît alors comme un levier efficace pour améliorer l’acceptation et ainsi l’efficacité des efforts relationnels. / Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong influence of CSF on customer expectations and future intentions and (4) demonstrating that it is more the CSF than the true contribution of a customer which determines the perceived legitimacy of benefits received from the brand.The integration of CSF in customer segmentation appears to be as an efficient tool to improve the acceptance and in turn the effectiveness of relationship marketing efforts.

A brand has to communicate to its customers in a consistent way to achieve a strong position and to distinguish from competitors on today’s market. Many companies operate and offer their products and services on the current market in physical and virtual environments. Therefore the issue to communicate in a consistent appearance within all channels is an increasing challenge. This thesis work studies the matter of how companiesare working with brand consistency in their business in physical and virtual environments. This was done to analyze the consequences of the problem when a brand isinconsistent in its messages to the customer and in its operations. For this work the qualitative research method and a case study have been chosen. The case study includes observations of three physical Stadium stores, located in the centre of Gothenburg, Sweden and Stadium’s website. This was chosen to analyze this matter in real life in both environments. The theoretical framework consists of two main areas: These are branding and relationship marketing, which support this research. Brand includes the theories of brand identity and brand image, and relationship marketing comprises the theories of customer loyalty, brand communities and additional value. These areas have been used throughout the whole work as tools to research the issue of brand consistency. The empirical data has also been recorded according to these areas. As the conclusion, the findings of the thesis work have shown that brand consistency builds an important part in a company’s communication channels. For the case of Stadium it can be stated that it has positive approaches in working with brand consistency but also points out parts that are lacking and indicating inconsistency. / Program: Magisterutbildning i Fashion Management

Encontramos no Brasil uma precisa descrição etnográfica do significado experiencial em possuir uma motocicleta Harley-Davidson em que os consumidores tendem a emular e apreciar a imagem rebelde ao se relacionar com a motocicleta e a marca. As comunidades da referida marca amplificam essa sensação por meio da sociabilidade entre seus membros, que compartilham similares valores, atitudes e comportamentos inerentes ao significado da marca, e em muitos casos, essa forma de organização social e o comportamento são apresentados como diferentes ou opostos à organização social e comportamentos do cotidiano desses mesmos indivíduos. O presente trabalho propõe um framework teórico que confirma a hierarquia dos constructos da marca Harley-Davidson a partir do constructo \"Entusiasta\" pela marca Harley-Davidson, para logo em seguida ao constructo \"Orgulhoso\" para finalmente concluir com o constructo \"Evangélico\" (mediada pelo constructo \"Prazer Tribal\") da marca Harley-Davidson com a moderação negativa do \"Nível Educacional\" dos respondentes. Foram encontrados claros indícios que corroboram com a tese de que existem significantes quantidades de proprietários das motocicletas Harley-Davidson com tendências de serem consumidores evangélicos da marca, apesar de relevantes reservas quanto a atendimento e serviço em pós-venda, qualidade e modernidade do produto, desempenho e o preço de peças. No entanto, todos esses fatores são esquecidos quando avaliamos a relação com a marca, lealdade e, principalmente, quando aferimos que os índices dos atributos comportamentais da marca avaliados pelos indivíduos são sempre significantemente superiores quando comparados aos mesmos índices comportamentais em relação a eles próprios. O presente estudo sugere que possuir uma motocicleta Harley-Davidson, para muitos brasileiros, é uma espécie de \"rito de passagem\" para um mundo onde sua opinião e afirmação podem ser validades pela simples aquisição da marca. / We find in Brazil a precise ethnographic description of the experiential meaning of owning a Harley-Davidson motorcycle in which consumers tend to emulate and appreciate the rebellious image when relating to the motorcycle and the brand. Harley-Davidson brand communities amplify this feeling through sociability among their members, who share similar values, attitudes, and behaviors inherent in the meaning of the brand, and in many cases, this form of social organization and behavior are presented as radically different or opposites to the social organization and behaviors of the daily life of these same individuals. Our work proposes a theoretical framework that confirms the hierarchy of the Harley-Davidson brand constructs from the \"Enthusiast\" by the Harley-Davidson brand, soon after to the construct \"Proud\" to finally conclude with the \"Evangelical\" construct (mediated through the construct \"Tribal Pleasure\") with the negative moderation of the \"Educational Level\" of the respondents. We find clear evidence corroborating with the thesis that there are significant amounts of individuals owning Harley-Davidson motorcycles with acute tendencies to be evangelical consumers of the brand, despite significant reservations about after-sales service, quality and modernity of the product, performance and the price of parts. However, all these factors are neglected when assessing the relationship with the brand, loyalty and especially when we realize that the indices of the behavioral attributes of the brand evaluated by individuals are always significantly higher when compared to the same behavioral indices in relation to themselves. In other words, the study suggests that owning a Harley-Davidson motorcycle for many Brazilians is a kind of \"rite of passage\" for a world where your opinion and assertion may be valid by simply purchasing the brand.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-05-04T14:38:28Z No. of bitstreams: 1 MarizangelaMoraisAdministracao.pdf: 753566 bytes, checksum: d5e38159556476f74933fede9d9464c9 (MD5) / Made available in DSpace on 2015-05-04T14:38:28Z (GMT). No. of bitstreams: 1 MarizangelaMoraisAdministracao.pdf: 753566 bytes, checksum: d5e38159556476f74933fede9d9464c9 (MD5) Previous issue date: 2010-09-24 / Nenhuma / Este estudo analisa o grau de relacionamento da cadeia de suprimentos do setor de serviços de eventos em Goiânia – GO, avaliando se esse processo gera valor ao cliente final. Portanto a pesquisa tem como objeto de estudo o setor de serviços em eventos. Ciente que os eventos assumem grande importância no mercado, pois são pouco atingidos em épocas de crise, independem de formas de governo, podem ser realizados em qualquer época do ano, captam renda, geram empregos, motivam investimentos, não sofrem grande concorrência da tecnologia usam a interação humana, promovem outros segmentos da economia e seu planejamento tem de estar concluído com bastante antecedência. Contudo o setor é altamente competitivo, exigindo cada vez mais, interação, bem como profissionalismo dos agentes envolvidos. Por ser assim levantou-se como questão problema “como o relacionamento na cadeia de suprimentos do setor de eventos pode agregar valor ao consumidor final? Utilizou-se como bases teóricas as temáticas referentes a cadeia de suprimentos, serviços, relacionamentos, valor para o cliente e eventos. A pesquisa dividiu-se em duas etapas uma exploratória e outra descritiva de natureza qualitativa. Foram utilizados dois modelos de mensuração de relacionamento sendo o de Wilson e Vlosky (1997) e Larentis e Slongo (2007) no qual selecionou-se atributos que deram origem ao roteiro de entrevista semi- estruturado, sendo entrevistadas duas cadeias de suprimentos do setor de eventos a primeira com experiência de mais de 5 anos de atuação e outra com máximo de 2 anos de atuação, os membros entrevistados foram, organizador de eventos, fornecedores e clientes. Os resultados do estudo indicam, de modo geral, uma defasagem existente entre a realidade da cadeia de suprimentos do setor de eventos em Goiânia com os conceitos de relacionamento encontrados na literatura, uma vez que a cadeia de suprimentos do setor de eventos apresenta algumas lacunas em seus sistemas de atuação, em especial em relação: a comunicação, a avaliação dos serviços, percepção de qualidade e falta de visão sistêmica dos serviços, por tanto o estudo aponta que o marketing utilizado pelas empresas se enquadra mais no de transação do que no de relacionamento. / This study analyzes the degree of relationship of supply chain services industry events in Goiânia - GO, evaluating whether this process creates value to the customer. So the research aims to study the service sector in events. Aware that events of great importance in the market because they are little affected in times of crisis, independent of government forms, may be performed at any time of year, receive income, create jobs, motivate investment, not suffer competition from big technology because they use human interaction, promote other sectors of the economy and its planning must be completed well in advance. However the industry is highly competitive, demanding more and more interaction and professionalism of the agents involved. Being raised as well as problem question "as the relationship in the supply chain of the events sector can add value to the final consumer? Was used as the theoretical issues involved in the supply chain, services, relationships, customer value and events. The research was divided into two stages and one an exploratory descriptive qualitative. Two models were used to measure the relationship with Wilson and Vlosky (1997) and their slogans and Larent (2007) in which attributes are selected a giving rise to the roadmap for semi-structured interviews with two supply chain sector events with the first experience of more than five years of operation and another with a maximum of 2 years experience, members were interviewed event organizer, suppliers and customers. The study results indicate, overall, a gap between the reality of sup ply chain industry event in Goiania relationship with the concepts found in literature, since the supply chain industry event has some gaps in their systems of operation, in particular regarding: communication, evaluation of services, perceived quality and lack of systemic vision of services, for both the study suggests that marketing used by companies was more squarely in the transaction than in the relationship.

A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 senior marketing managers of international oilfield service companies throughout the Middle East. Data analysis was composed of organizing data, becoming familiar with the data, putting data in nodes, giving proper codes, interpreting the data, and presenting the results, which led to 5 primary themes including customers, relationship, differentiation, services, and prices. To increase reliability and reduce bias, triangulation was achieved by combining, comparing, and contrasting companies' annual reports and website contents with participants' information. Identifying the right strategies that lead to higher profitability is crucial for international oilfield companies. Developing dynamic segmentation strategies, targeting new market players, differentiating via innovation, and promoting reliable relationships increase the likelihood of grasping new opportunities. This study's implications for positive social change include having more sustainable and profitable firms contributing to prosperity of local communities, which leads to healthier economies and more stable societies.

With growing number of adult people not owning a bank account,efforts are being made to bring banking services to the unbanked populations.Relationships marketing plays a crucial role in  establishing and sustaining beneficial relationship in the banking industry. This study sought to explore the link between agent banking and relationship marketing through an exploratory qualitative approach.The findings show that agent banking as a fairly new phenomenon relies on the integration of different functions within the bank with a strong emphasis on the role of technology,processes and personnel to delivder services that can be acceptable to the customers so as to create long lasting beneficial relationships. Through semi-structured interviews with employees of 6 banks that offer agent banking in Bangladesh,this study contributes a key reflection document on implemenation of agent banking for other banks that intend to start offering agent banking services in Bangladesh.

Customer comfort is an important factor in developing and maintaining relationships between customers and service providers. For example, it plays essential roles in selecting service provider. In spite of its importance, the concept of comfort has not been fully explained in the service marketing literature. Although, comfort has been discussed as a fundamental element in healthcare, its role in developing and maintaining customer relationships has not been fully explored in the boarder marketing literature. The present study focuses on the concept of comfort (physical and psychological) as a crucial factor in marketing health care services, particularly in Saudi private hospitals This thesis examines a number of the antecedents and consequences of physical and psychological aspects of comfort in the marketing arena. Antecedents investigated included: functional and technical dimensions of service quality, the environmental and social aspects of hospital life and service costs (monetary and non-monetary). Patients’ satisfaction was the consequence of customer comfort explored in this thesis. When the relationships between the physical and psychological aspects of comfort and their antecedents were examined, it was concluded that a number of these constructs were shown to have positive effects in the concept of comfort in Saudi private hospitals. For example, the construct of functional service quality appears to have a positive effect in the perception of psychological comfort. The construct of technical service quality, such as staff behaviours, also tends to have a positive effect in the perception of psychological comfort. The social and environmental aspects of hospital life stood out as the only construct that has a positive effect in the perception of physical comfort. While the monetary and non-monetary costs of the service were VII found to have no effect in the perceptions of both physical and psychological comfort. In testing the consequence of the physical and psychological aspects of comfort, it was found that psychological comfort tends to have a positive effect in satisfaction. Finally, the findings showed that the technical dimension of service quality appears to have significant effects in the perceptions of both psychological comfort and satisfaction. This implies that the technical dimension of service quality tends to promote psychological comfort and satisfaction for Saudi patients. The perception of physical and psychological comfort in Saudi private hospitals is also influenced by the roles of the Islamic religion which is based on the holy Quran and Sunnah of Profit Mohammed (peace be upon Him). In addition to the basic dimensions of comfort, these roles can be used to shape the perceptions of the concept of comfort. It may be useful for Saudi private hospitals to direct their efforts towards promoting patients’ comfort and satisfaction by providing healthcare quality experience that focuses on the functional and technical dimensions of healthcare services, the environmental and social aspects of hospitals and the costs of their services. Data has been collected using an established questionnaire to examine the relationship between comfort, service quality, hospital life and costs.

近年來，由於行銷環境與消費行為的變化、資訊科技的進步以及零售金融業務逐漸成為商業銀行的經營重心，使得植基於資料庫技術之上的關係行銷發展受到國內外商業銀行的格外重視。對擁有豐富顧客資料的商業銀行而言，由於零售金融業務面對的是廣大的消費者，若仍沿用傳統行銷手法將無法建立實質的長期競爭優勢。因此深入瞭解以資料庫技術為基礎的關係行銷發展、探究影響關係行銷發展的因素，以及分析顧客資料庫在行銷策略上的應用方式，應是現階段經營的當務之急。 　　本研究屬探索性研究，經由文獻探討以及對商業銀行的深度訪談後，依據理論與實務的相互驗證以及所推論的命題，歸納出以下三點結論：(1)關係行銷的發展可分為「產品關係行銷」、「顧客關係行銷」及「家庭關係行銷」等三個階段，銀行業者應積極由產品關係提昇至顧客關係，再由顧客關係提昇至家庭關係階段。(2)組織的支持與承諾、行銷組織型態、顧客資訊的整合程度以及提供金融產品與服務的能力等，是影響關係升級的重要因素。在產品關係提昇至顧客關係時，組織的支持與承諾扮演相當重要的角色；而在顧客關係升級至家庭關係時，提供完整金融產品及服務的能力，是顧客關係提昇至家庭關係的重要前提。(3)關係發展階段不同，顧客資料庫應用的深度也不同。產品關係著重在行銷作業上的應用，顧客關係則在強調輔助行銷管理決策的進行，至於到達家庭關係階段時，顧客資料庫的應用已成為整個企業策略運作的核心資源。