O processo de satisfação do consumidoruma análise do mercado corporativo de comunicação móvel celular

Resumo

The present work has the purpose of analyzing the process of the corporate consumer's loyalty in the market of cellular mobile communication. The commercial practices of the Vivo operator of cellular mobile telephony will be investigated, under the optics of the proposed theories. So that this analysis happens a quantitative research will be accomplished with 120 companies, divided between customers and former-customers, interviews in depth with 08 companies, also divide between customers and former-customers and interviews in depth with the responsible executives for the architecture of the commercial strategies. Based on the result of the research, of the interviews and of the analysis of the proposed theories, this study intends the marketing practices that can generate loyalty in the business customers of small and medium load in the market of cellular mobile telephony to appear.

Ficha do documento

Tipo

Dissertação

Ano

2004

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/11031

Temas

Transportes

Palavras-chave

SatisfaçãoExpectativasServiçosProcesso de decisãoQualidadeAtendimentoTelefonia celularRegressão logísticaComportamento do consumidorSatisfactionExpectationsServicesProcess of decisionQualityCellular telephonyRegression logisticBehavior of the consumerAdministração de empresasServiço ao clienteSatisfação do consumidor