THE PROJECT SEGMENTATION OF CAIXA ECONÔMICA FEDERAL: THE MANAGERS PERCEPTION / O PROJETO DE SEGMENTAÇÃO NA CAIXA ECONÔNICA FEDERAL: A PERCEPÇÃO DO GERENTE

AUTOR(ES)
DATA DE PUBLICAÇÃO

2004

RESUMO

The Segmentation Project that was implemented by Caixa Econômica Federal was the main objective of this dissertation. It was also aimed to verify the perception of the branches manager`s about the success of this Project. The dissertation implied several steps. It began with the Segmentation Project description itself and the Strategic Plan in its multiple aspects, presenting the its advantages as a means of a marketing strategy to attract and keep several types of costumers. The results were based in interviews with 68 managers of several branches from the South Zone of the City of Rio de Janeiro. It shows that the perception of the managers are favorable to the Segmentation Project, however, it points out to the needs of keeping a continuous amelioration process and the preoccupation with the information diffusion in such a Project of this magnitude.

ASSUNTO(S)

loyalty bank sector setor bancario fidelizacao implantacao de projetos project implantation segmentacao segmentation

ACESSO AO ARTIGO

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