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Doctoral Thesis
DOI
10.11606/T.18.2007.tde-07042008-104031
Document
Author
Full name
Maria Isabel Franco Barretto
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Carlos, 2007
Supervisor
Committee
Cazarini, Edson Walmir (President)
Campello, Carlos Alberto Gabrielli Barreto
Carpinetti, Luiz César Ribeiro
Martinelli, Dante Pinheiro
Oliveira, Sonia Valle Walter Borges de
Title in Portuguese
Um modelo para planejar, implementar e acompanhar a estratégia de CRM (Customer Relationship Management)
Keywords in Portuguese
Customer Relationship Management (CRM)
Estratégia de negócio
Marketing de relacionamento
Tecnologia de informação
Abstract in Portuguese
Inseridas num cenário altamente competitivo, as organizações primam pelo alcance da vantagem competitiva sustentável (VCS), embora essa última seja, cada vez mais, efêmera. Nesse contexto, surge o customer relationship management (CRM) como estratégia de negócio. Fundamentado no marketing de relacionamento personalizado e na infra-estrutura da tecnologia de informação, o CRM representa uma solução para viabilizar o alcance da VCS. Entretanto, deve-se enfatizar a relevância dos processos organizacionais e das pessoas, visto que eles compõem a empresa que adota a estratégia do CRM. Por outro lado, observa-se que o assunto sobre a gestão do relacionamento com o cliente destaca-se nos ambientes da academia e do mercado. Desse modo, esta pesquisa tem como objeto de estudo a estratégia de CRM, apresentando como objetivo geral a proposta de um modelo para planejar, implementar e acompanhar a estratégia de CRM. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica e a pesquisa de campo como procedimentos para o alcance do seu objetivo geral. Nota-se que, inicialmente, a pesquisa bibliográfica aborda os aspectos gerais sobre o CRM e, mais adiante, o enfoque representa os modelos e/ou abordagens da literatura sobre o planejamento, a implementação e o acompanhamento dessa estratégia. A partir da revisão bibliográfica e da pesquisa preliminar de campo, foi desenvolvido o protótipo do modelo final que, em seguida, foi submetido às críticas, sugestões e considerações de especialistas, durante a segunda etapa da pesquisa de campo, conforme o método de pesquisa apresentado. Sendo assim, a consistência e a aplicabilidade do modelo foram constatadas, considerando-se o modelo proposto (um conjunto de etapas seqüenciais) um método para planejar, implementar e acompanhar a estratégia de CRM. Porém, algumas limitações foram observadas e, por último, foram sugeridas algumas atividades futuras, percebendo-se a vanguarda do CRM e a carência do mercado.
Title in English
A model for planning, implementing and following the customer relationship management's (CRM) strategy
Keywords in English
Business strategy
Customer Relationship Management (CRM)
Information technology
Relationship marketing
Abstract in English
Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRM's strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this research's object of study is the CRM's strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRM's strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialists' critiques, suggestions and considerations, during the second phase of the field research, in accordance with the research's method presented. This way, the model's consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRM's strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRM's vanguard and the market's need.
 
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Publishing Date
2008-04-09
 
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