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Abstract(s)
A pandemia teve um impacto muito negativo na vida das empresas. Num contexto de serviços, para manter os clientes fidelizados, os vários fornecedores tiveram necessidade de uma maior integração das novas tecnologias e plataformas digitais no seu marketing e na interação com os seus clientes. Estas tecnologias e o marketing digital, em particular, tornaram-se fundamentais na tentativa de minimizar os constrangimentos causados pela COVID-19 ao nível da promoção dos serviços e do relacionamento com o cliente por via da
interação presencial. Face à importância reconhecida das novas tecnologias e do marketing digital no contexto indicado, entendeu-se como pertinente o estudo de um caso de sucesso em que a sobrevivência da empresa, durante e após o confinamento causado pela COVID-19, terá sido salvaguardada através da interação virtual por via de plataformas digitais e de uma boa estratégia de marketing digital. Além disso, foi feita uma abordagem da importância da constante interação e aproximação com o cliente, seja no digital, seja no presencial, para a fidelização.
Assim, sob o ponto de vista metodológico, recorreu-se ao estudo de caso com enfoque na empresa Maison d´Beauté Spa, um espaço de saúde e bem-estar situado em Cascais. Trata-se de uma pesquisa de carácter misto, combinando a pesquisa bibliográfica com a descritiva, e a utilização, como técnica de recolha de dados, de um questionário autoadministrado aplicado aos clientes e à proprietária da empresa, com o propósito de compreender a influência do digital no processo de fidelização e retenção de clientes durante a pandemia e como a interação pode ser um diferencial no relacionamento com o cliente.
The pandemic had a very negative impact on the lives of companies. In a context of services, to keep customers loyal, the various suppliers needed greater integration of new technologies and digital platforms in their marketing and interaction with their customers. These technologies and digital marketing, in particular, have become fundamental in an attempt to minimize the constraints caused by COVID-19 in terms of promoting services and customer relationships through face-to-face interaction. Given the recognized importance of new technologies and digital marketing in the context indicated, it was understood as pertinent to study a success case in which the company's survival, during and after the confinement caused by COVID-19, was safeguarded through the virtual interaction via digital platforms and a good digital marketing strategy. In addition, an approach was made to the importance of constant interaction and approximation with the customer, whether digitally or face-to-face, for loyalty. Thus, from a methodological point of view, a case study was used with a focus on the company Maison d'Beauté Spa, a health and wellness space located in Cascais. This is a research of a mixed nature, combining bibliographic and descriptive research, and the use, as a data collection technique, of a self-administered questionnaire applied to customers and the company's owner, with the aim of understanding the influence of digital in the customer loyalty and retention process during the pandemic and how interaction can be a differential in customer relationships.
The pandemic had a very negative impact on the lives of companies. In a context of services, to keep customers loyal, the various suppliers needed greater integration of new technologies and digital platforms in their marketing and interaction with their customers. These technologies and digital marketing, in particular, have become fundamental in an attempt to minimize the constraints caused by COVID-19 in terms of promoting services and customer relationships through face-to-face interaction. Given the recognized importance of new technologies and digital marketing in the context indicated, it was understood as pertinent to study a success case in which the company's survival, during and after the confinement caused by COVID-19, was safeguarded through the virtual interaction via digital platforms and a good digital marketing strategy. In addition, an approach was made to the importance of constant interaction and approximation with the customer, whether digitally or face-to-face, for loyalty. Thus, from a methodological point of view, a case study was used with a focus on the company Maison d'Beauté Spa, a health and wellness space located in Cascais. This is a research of a mixed nature, combining bibliographic and descriptive research, and the use, as a data collection technique, of a self-administered questionnaire applied to customers and the company's owner, with the aim of understanding the influence of digital in the customer loyalty and retention process during the pandemic and how interaction can be a differential in customer relationships.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Marketing digital Fidelização Serviços Internet Pandemia Covid-19 Digital marketing Loyalty Services Pandemic
Citation
Braga, N. C. (2022) O papel da tecnologia digital como fator determinante da fidelização do cliente no âmbito dos serviços, no contexto da pandemia: Estudo de caso da empresa Maison d´Beauté Spa. [Dissertação de mestrado, Instituto Superior de Contabilidade e Administração de Lisboa]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17463