Estratégias de pós-venda como fator impulsionador da vantagem competitiva em uma empresa comercial
Journal Title: Revista Competência - Year 2019, Vol 12, Issue 1
Abstract
In face of the economic context, based on uncertainties and surrounded by competition with regard to globalization, various effects on the visibility of new opportunities and threats can be noticed. Given this, there is a need to keep the focus on the customer and their loyalty as an alternative to remain in the market. The overall objective was to propose after-sales actions for retention and customer loyalty. It is appropriate to approach this subject with the aim of showing to the companies that the sale does not end after the payment and the supply of goods purchased, but that there is much work to be done after this, a factor that leads companies to deal more with the client, and leads customers to value companies that demonstrate this concern. The problem that we sought to resolve: what are the most appropriate after-sales strategies for competitive advantage? The theoretical frame of reference covers concepts of marketing, relationship marketing, customer satisfaction and loyalty, after-sales actions and competitive advantage. The methodology used was the case study, in order to understand the reality of the company regarding after-sales actions, through an interview with the manager, as well as a survey with the customers of the organization. The main results of the survey pointed out that customers have a high level of exigency with respect to the subject; on the other hand the company object of study does not have a structured system oriented to after-sales actions.
Authors and Affiliations
Andréa Bujnicki Vieira Rodinei Augusto Muller Marcos Rogério Rodrigues
Keywords
Related Articles
- EP ID EP677320
- DOI https://doi.org/10.24936/2177-4986.v12n2.2019.661
- Views 226
- Downloads 0
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