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Os efeitos da aplicação do marketing relacional no brand equity na indústria de serviços : o caso ZONAVERDE
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Este relatório tem como objetivo refletir a experiência de um estágio curricular, cujas bases de apoio dizem respeito aos conhecimentos adquiridos durante a componente letiva do mestrado em Ciências da Comunicação, vertente Comunicação Estratégica. O documento que se segue pretende mostrar as atividades realizadas ao longo do estágio, bem como o estudo que foi feito para responder à pergunta de partida – “Qual o impacto do Marketing Relacional no brand equity da empresa ZONAVERDE?” Para esse efeito, foram elaborados dois inquéritos baseados no modelo concetual de brand equity de David Aaker, onde, numa primeira fase foram avaliadas variáveis como a consciencialização da marca, a lealdade à marca, a qualidade percebida e as associações da marca junto de clientes e ex clientes da marca. Após a introdução de práticas de marketing relacional foi enviado um segundo inquérito à mesma amostra, cujo objetivo era compreender o impacto do marketing relacional no brand equity da empresa em estudo. As conclusões permitiram-nos verificar que, de facto há uma ligeira melhoria e até respostas iguais nas duas fases de estudo. No entanto continuam a existir opiniões negativas nas várias respostas apresentadas, mesmo após a aplicação das práticas de marketing relacional.
This report pretends to reflect the experience of an internship, whose supported bases are related with the knowledge obtained during the academic component of the Master in Communication Sciences – Strategic Communication in Faculty of Social Sciences and Humanities of Nova University of Lisbon. The followed document pretends to show the activities during the internship, and the study to answer the initial question - "What is the impact of Relationship Marketing in brand equity of the ZONAVERDE’s company" To this end, we developed two surveys based on the conceptual model of brand equity from David Aaker, where, at first were evaluated variables such as brand awareness, brand loyalty, perceived quality and brand associations. After the application of relational marketing practices was sent a second survey to the same sample, whose object was to understand the impact of relationship marketing in the company's brand equity. The conclusions enabled us to verify that in fact there is a slight improvement even equal answers in both phases of the study. However, there are still negative opinions on the various answers given, even after the implementation of relational marketing practices.
This report pretends to reflect the experience of an internship, whose supported bases are related with the knowledge obtained during the academic component of the Master in Communication Sciences – Strategic Communication in Faculty of Social Sciences and Humanities of Nova University of Lisbon. The followed document pretends to show the activities during the internship, and the study to answer the initial question - "What is the impact of Relationship Marketing in brand equity of the ZONAVERDE’s company" To this end, we developed two surveys based on the conceptual model of brand equity from David Aaker, where, at first were evaluated variables such as brand awareness, brand loyalty, perceived quality and brand associations. After the application of relational marketing practices was sent a second survey to the same sample, whose object was to understand the impact of relationship marketing in the company's brand equity. The conclusions enabled us to verify that in fact there is a slight improvement even equal answers in both phases of the study. However, there are still negative opinions on the various answers given, even after the implementation of relational marketing practices.
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Brand equity Marketing relacional Marketing de serviços Marca Marketing 3.0 Consciencialização da marca Associações à marca Qualidade percebida Lealdade à marca Brand equity Relationship marketing Marketing services Brand Marketing 3.0 Brand awareness Brand associations Perceived quality Brand loyalty