Identificação de fatores culturais adaptativos relevantes na utilização de sistemas CRM para fidelizar clientes em comércio varejista

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

Competition 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 to the culture of the organization. The culture of the organization can sometimes limit the implementation of strategies, because, it is, in certain occasions, conflicting and/or incompatible with the strategy. It is necessary to adapt the culture in order to face the new demands of the market. The research was conducted through the use of Case Study analysis of the Pão de Açúcar network, a large retailer. We conducted semi-structured interviews, documents analysis and direct observation in this research. The results identify the relevant and adaptable cultural factors for the use of the CRM system for increasing the loyalty of the costumers in the retail market, that is: individual behavior, knowledge importance, leader importance, orientation to the detail, orientation for the adaptation, orientation for the result, relationship with the uncertainty, relationship with the inequalities, relationship of the company with the market and relationship among the members of the group

ASSUNTO(S)

fidelização de clientes adaptable culture organizational culture crm administracao tecnologia da informação cultura adaptativa information technology adaptation of culture cultura organizacional mudança cultural costumers loyalty

ACESSO AO ARTIGO

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