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Modelagem lógica de um data base marketing para apoiar as áreas de marketing de serviços e relacionamento
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_Gerardo Majela.pdf | 2.01 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Data Base Marketing (DBM), dentro de uma organização, determina como as informações estratégicas da área de marketing são visualizadas nos diversos níveis da empresa. Criada de forma centralizada e segura, um DBM permite uma visão única e consistente das informações e dos indicadores de desempenho. Na mesma amplitude e, não menos importante, temos a análise do comportamento e da percepção humana como ponto de equilíbrio e sobrevivência do mercado consumidor, pois, desde muito tempo, tem merecido, no decorrer dos anos, grande destaque no meio sócioeconomico. Por tratar-se de um dos pilares que impulsionam e garantem a estabilidade econômica, vem ganhando notoriedade, respeito e novos conceitos na forma de lidar com a questão da satisfação. Com o objetivo de agilizar e facilitar o desenvolvimento de um DBM dentro de uma organização, esta pesquisa se propôs a criar, em uma empresa a que daremos o nome fictício de TELECEL, um modelo lógico dimensional que representa de forma descritiva o modelo necessário para responder a todas as perguntas referentes ao questionário aplicado no bairro Talatona, na cidade de Luanda, Angola., na cidade de Luanda-Angola, na empresa Telecel. Este estudo fez, também, uma análise dos indicadores referentes ao grau de insatisfação dos consumidores, com objetivo de prover um certo nível de inteligência de negócio aos gestores da área, bem como um plano de ação de marketing visando mitigar e/ou eliminar situações identificadas e que necessitam de uma atenção especial, pois, caso contrário, poderão vir a comprometer seu market share, como também, o processo de fidelização por parte de seus clientes.
Data Base Marketing (DBM), within an organization, determines how strategic information of the marketing department is visualized in the various levels of a company. Created centrally and securely, a DBM allows a single, consistent view of information and performance indicators. In the same breadth, and not least important, there is the analysis of human behavior and perception as a point of balance and survival of the consumer market because, for a long time, has received, over the years, highlight in the socioeconomic environment. Because it is one of the pillars that drive and ensure economic stability, it has been gaining notoriety, respect and new concepts in dealing with the issue of satisfaction. In order to expedite and facilitate the development of a DBM within an organization, this research aims to create a logical dimensional model which descriptively represents the model required to answer all questions related to the questionnaire applied on the streets of Talatona, in the city of Luanda-Angola, in the Telecel company. This study also performed an analysis of indicators for the degree of consumer dissatisfaction, with the objective of providing a certain level of intelligence to the business area managers, as well as a marketing action plan to mitigate and/or eliminate identified situations that require special attention, because, otherwise, they may eventually jeopardize market share, as well as the process of client fidelization.
Data Base Marketing (DBM), within an organization, determines how strategic information of the marketing department is visualized in the various levels of a company. Created centrally and securely, a DBM allows a single, consistent view of information and performance indicators. In the same breadth, and not least important, there is the analysis of human behavior and perception as a point of balance and survival of the consumer market because, for a long time, has received, over the years, highlight in the socioeconomic environment. Because it is one of the pillars that drive and ensure economic stability, it has been gaining notoriety, respect and new concepts in dealing with the issue of satisfaction. In order to expedite and facilitate the development of a DBM within an organization, this research aims to create a logical dimensional model which descriptively represents the model required to answer all questions related to the questionnaire applied on the streets of Talatona, in the city of Luanda-Angola, in the Telecel company. This study also performed an analysis of indicators for the degree of consumer dissatisfaction, with the objective of providing a certain level of intelligence to the business area managers, as well as a marketing action plan to mitigate and/or eliminate identified situations that require special attention, because, otherwise, they may eventually jeopardize market share, as well as the process of client fidelization.
Description
Keywords
Modelo lógico dimensional Marketing de serviço Nível de satisfação Marketing de relacionamento Logical dimensional model Service marketing Satisfaction level Relationship marketing