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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2020.tde-28092020-213612
Document
Author
Full name
Maria Gabriela Ferreira de Noronha
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2020
Supervisor
Committee
Crescitelli, Edson (President)
Alvarez, Francisco Javier Sebastian Mendizabal
Barreto, Iná Futino
Marques, Jane Aparecida
Title in Portuguese
A aplicação do marketing de relacionamento em provedores de software as a service (SaaS) B2B para minimizar taxas de churn
Keywords in Portuguese
B2B
Churn
Marketing de relacionamento
Software as a Service
Abstract in Portuguese
A habilidade de uma empresa em criar e manter um relacionamento duradouro com seus clientes no contexto business-to-business (B2B) é considerada vital para obter boa performance. Para muitas empresas, contudo, já não basta apenas adquirir clientes para manterem-se lucrativas, é preciso também desenvolver ações para fidelizá-los, assim como defende o marketing de relacionamento, citado pela primeira vez na literatura do marketing na década de 1980. Empresas provedoras de SaaS (Software as a Service), modelo de comercialização de software entregue pela internet e não mais instalado na máquina do cliente, são um bom exemplo de negócio que enfrenta desafios no relacionamento com clientes B2B. Apesar de possuírem acesso a vários recursos tecnológicos, essas empresas enfrentam um problema de retenção de clientes, representado pelas altas taxas de cancelamento de contrato churn. O objetivo desta pesquisa é identificar como provedores de SaaS B2B podem aplicar ações de marketing de relacionamento para minimizar suas taxas de churn e quais dessas ações seriam as mais eficazes para fidelizar clientes. Tanto as análises feitas ainda no referencial teórico, quanto às descobertas do estudo de caso concluíram que ações de marketing de relacionamento - em especial, aquele voltado à satisfação, qualidade, comprometimento, comunicação e personalização -, são essenciais no combate ao churn em empresas de SaaS e devem fazer parte não somente do atendimento individualizado a clientes de grande porte, como também no atendimento em escala aos pequenos clientes. O onboarding, primeiro contato do cliente com seu gerente de relacionamento, é o momento-chave para desenvolver ações de marketing de relacionamento em escala.
Title in English
The application of relationship marketing to minimize churn rates in B2B SaaS companies
Keywords in English
B2B
Churn
Relationship marketing
Software as a Service
Abstract in English
A company's ability to create and maintain a long-lasting relationship with its customers in the B2B (Business-to-Business) context is considered vital to obtain a good performance. For many companies, it is not enough to just acquire customers to remain profitable, it is also necessary to develop actions to retain them, as mentioned by the relationship marketing theory, cited for the first time in the literature in the 1980s. SaaS companies (Software as a Service), a software delivery model provided through the internet, and no longer installed on the customer's computer, is a good example of a business that faces challenges in B2B relationships. Despite having access to various technological resources, these companies face a customer retention problem represented by the high rates of contract cancellation (churn). The purpose of this research is to identify how B2B SaaS providers can apply relationship marketing actions to reduce their churn rates and which actions would be considered the most useful to achieve this goal. The theoretical analysis conducted, together with the case study, concluded that relationship marketing actions; in particular satisfaction, quality, commitment, communication and personalization are essential in fighting churn in SaaS companies; and they must be part of not only individualized service to large customers, but also to scale services to small customers. The onboarding, customer's first contact with it's relationship manager, is the key moment to perform relationship marketing actions at scale.
 
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Publishing Date
2020-11-12
 
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