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Customer decision journey and B2B buyer behavior in X’s comercial’s effort to increase business in SME
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Orientador(es)
Resumo(s)
This research highlights the importance of understanding the Customer Decision Journey (CDJ)
and buyer behaviour in the B2B context. By examining bronze, silver, and gold client segments,
it reveals key insights into decision-making processes, emphasizing the role of price for SMEs
and tailored offerings for larger clients. X’s integration of technology for personalized
experiences and proactive service approaches is explored. Key findings include the significance
of price-quality ratio, reliance on personal networks, and face-to-face interactions. The research
provides a framework for evaluating and mapping the CDJ, considering the nuances of enterprise
buying behaviour.
Descrição
Palavras-chave
Buyer personas SME´s business Customer decision journey Buyer behavior