Estudo de necessidade informacional da Brazmotors Concessionária de veículos: o endomarketing e o marketing de relacionamento como estratégia gerencial.

Abstract

Due to increased competition in search of new customers, companies seek at all times to understand the requirements of its consumers. In a globalized market in the area of vehicle kilometers with zero constant penetration of new brands in the country, the car dealerships suffer strong competition putting yourself in a market of low profits. To overcome this decay profit concessionaires seek a difference in your organization. The aim of this study is to analyze and diagnose information needs and satisfaction of internal customers, sales consultants, and external customers, buyers of new vehicles the dealership Brazmotors vehicles and parts Ltda. Based on a theoretical: need information, value of information, marketing, relationship marketing and internal marketing in order to meet the general and specific objectives of the research. For the methodological procedures used as tools for quantitative research / qualitative questionnaires with internal customers and external customers in order to gather information on the need for qualification of its internal customers and external customer satisfaction. We also use participant observation to better understand the results of questionnaires. Seeks to demonstrate the importance of the relationship with the customer, whether internal or external to loyalty among its customers. Through this study and the results achieved, one can diagnose the importance or priority in using the techniques of relationship marketing in conjunction with the internal marketing for excellence in customer satisfaction.