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Identifica????o de fatores culturais adaptativos relevantes na utiliza????o de sistemas CRM para fidelizar clientes em com??rcio varejista

By Luciana Maines da Silva

Abstract

Competir deixou de ser somente a disputa pelo mercado para tornar-se fator de sobreviv??ncia para a grande maioria das empresas. As organiza????es devem estabelecer e colocar em pr??tica estrat??gias, o mais rapidamente poss??vel, para manter-se em seu mercado. A Tecnologia da Informa????o e Comunica????o (TIC) ?? ferramenta essencial para o posicionamento estrat??gico, pois fornece um maior detalhamento das informa????es dispon??veis, com maior agilidade. Aliado a isso, a aplica????o de uma estrat??gia de fideliza????o dos clientes rent??veis ?? empresa, tamb??m conhecida como estrat??gia de CRM (Customer Relationship Management) possibilita uma redu????o nos custos com capta????o de novos clientes, al??m do conhecimento mais aprofundado das prefer??ncias e costumes dos atuais clientes. Por??m, mesmo com a unifica????o da TIC, atrav??s dos sistemas de CRM com a busca pela fideliza????o dos clientes, diversas empresas est??o tendo dificuldades em sua utiliza????o. Os principais fatores que impossibilitam o sucesso no uso n??o se referem a fatoreCompetition is no longer just the fight for market share. It became critical factor for the survival of most companies. Organizations must establish strategies and put them into practice as soon as possible to survive in their markets. The Technology of Information and Communication (TIC) is an essential tool for the strategic positioning because it provides more detail regarding information available, with more agility. In addition, the implementation of a strategy to increase the loyalty of profitable costumers, known as Customer Relationship Management (CRM), makes it possible cost reductions through the acquisition of new costumers and in-depth knowledge of current costumers??? preferences and habits. However, despite the integration of the TIC, through the systems of CRM with the goal of increased costumer loyalty, many companies are finding it difficult to use it. The main factors that prevent the success of the use of such tool are not technical, as, for instance, systems or equipments, but are related

Topics: CRM, cultura organizacional, cultura adaptativa, fideliza????o de clientes, mudan??a cultural, tecnologia da informa????o, adaptable culture, adaptation of culture, costumers??? loyalty, organizational culture, information technology, Ci??ncias Sociais Aplicadas
Publisher: Universidade do Vale do Rio do Sinos
Year: 2015
OAI identifier: oai:agregador.ibict.br.BDTD_UNISINOS:oai:www.repositorio.jesuita.org.br:UNISINOS/2688
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