Análise comparativa das ações de marketing de relacionamento implementadas pelo segmento de videolocação da Grande Florianópolis / Corporative analyze of the relationship marketing actions implemented by the video rental segment in the Florianopolis metropolitan area

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The service of video rental is going through a transition moment due to the change in media and also the growing tendency of movies piracy. The conjunctures related to the segment impose to the video rental stores a new manner to see the relationship with customer, with employees and with suppliers. The transposition of this period of crisis can be accomplished by the implementation of the relationship marketing as a philosophy. Based on this presumption, the research analyzed comparatively the relationship marketing actions already implemented by the video rental stores, with emphasis in what is dimensioned for the consumer market, internal client market and suppliers market. The link of Peck et al (1999) perspectives with the relationships idealized by Gummesson (2005) composite a theorical model which shaped the structure of relationships regard as the market evaluated. Considering the customers market, it was observed that a significant fraction of external clients judge themselves as loyal to video rental stores. However, they only attribute this to the concept of the first alternative and not necessarily in a comportment of exclusivity. Besides this posture, the majority of the rental customers would be willing to recommend the rental company to others. The managers of video rental companies implement more promotional actions directed to the immediate increase of the sales volume and do not preserve a longlasting relationship with the client. For these companies, the differentiated treatment given to the old clients is driven by an informal manner, result of a long term interaction that creates friendship links among public and employees. To the managers, the foundation for the differentiation of the rental company is the service. According to the movies representatives, the relationship between video rental companies and suppliers is characterized by the insufficient understanding of the managers regarding their clients. The relations between video rental companies and the employees were positively evaluated in a manner that even the internal clients, that consider themselves without autonomy, are satisfied with the position occupied. The conclusions of this study highlight that the other markets of Peck et al (1999) should be considered taking into account that it interfere directly in the level of competitiveness of the companies

ASSUNTO(S)

videolocação videolocadoras video rental stores florianópolis (sc) administracao de empresas relationship marketing marketing de relacionamento serviços service

ACESSO AO ARTIGO

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