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Authors
Advisor(s)
Abstract(s)
As redes sociais têm vindo a desenvolver-se como uma ferramenta essencial para unir as empresas e os seus consumidores. As empresas têm sempre em conta os seus consumidores, no planeamento de estratégias de marketing de relacional, a fim de comunicar de forma eficiente e de se compreender, de forma direta os comportamentos dos consumidores. Mas como é que o word-of-mouth se encaixa nessa equação? Será um fator relevante na formação da opinião das pessoas no que diz respeito às empresas?
Este estudo pretende oferecer uma investigação mais profunda de como o word-of-mouth influencia a satisfação de cliente, com especial enfoque na atividade gerada no Facebook. Foi realizada uma investigação por questionário e posteriormente por uma análise de conteúdo que fornecessem dados úteis, cujas conclusões poderão ajudar a explicitar as repercussões do word-of-mouth num contexto digital.
Os métodos utilizados na pesquisa para entender este fenómeno, são baseados sob um ponto de vista empírico para garantir resultados confiáveis e constituir-se como um ponto de partida para outros estudos relacionados com este tema.
Social networks have developed as an essential tool in connecting businesses with their consumers. They are constantly taken into account when planning relational marketing strategies in order to communicate efficiently and are a direct way of understanding the consumers’ behaviours. But how does word-of-mouth fit this equation? Is it still a relevant factor in shaping people’s opinions regarding companies? This study intends to offer an in depth investigation of how word-of-mouth influences consumer satisfaction by focusing on the activity generated in Facebook. It has been done by carrying out a survey and through a subsequent process of content analysis to provide useful data in order to reach conclusions that can help explain the repercussions of word-of-mouth in the digital environment. The methods used to research and understand this phenomena are based on an empirical point of view to guarantee reliable results and to provide a starting point for further studies related to this topic.
Social networks have developed as an essential tool in connecting businesses with their consumers. They are constantly taken into account when planning relational marketing strategies in order to communicate efficiently and are a direct way of understanding the consumers’ behaviours. But how does word-of-mouth fit this equation? Is it still a relevant factor in shaping people’s opinions regarding companies? This study intends to offer an in depth investigation of how word-of-mouth influences consumer satisfaction by focusing on the activity generated in Facebook. It has been done by carrying out a survey and through a subsequent process of content analysis to provide useful data in order to reach conclusions that can help explain the repercussions of word-of-mouth in the digital environment. The methods used to research and understand this phenomena are based on an empirical point of view to guarantee reliable results and to provide a starting point for further studies related to this topic.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Facebook Word-of-mouth Recomendação Redes sociais Consumidores Satisfação dos consumidores Facebook Recommendation Social networks Consumers Customers satisfaction
Citation
CORREIA, Ana Cláudia Ferreira - A relação entre satisfação de cliente e word-of-mouth. Lisboa: Escola Superior de Comunicação Social, 2014. Dissertação de Mestrado.