Resultados de Marketing de Relacionamento: proposição de modelo por meio de mapeamento cognitivo

RESUMO

Objetivo:

Buscou-se desenvolver um modelo cognitivo que expressasse como profissionais de marketing entendem as relações entre constructos que definem a atividade de marketing de relacionamento (MR) e, com base no modelo obtido, entender como são alcançados os objetivos nesta área.

Método:

Por meio de mapeamento cognitivo foram traçados 35 mapas mentais individuais que apontam como cada entrevistado entende as interações entre os elementos de MR. Com base nas visões destes indivíduos, foi construído um mapa mental agregado.

Fundamentação teórica:

O tema é tratado a partir de revisão teórica que explora o conceito de MR e seus principais elementos. Desta revisão foram listados onze constructos principais.

Resultados:

Traçou-se um modelo sistêmico que representa a atividade de MR. A análise do modelo permitiu identificar CLV como o resultado final da atividade de MR. Percebeu-se também que a maior parte dos elementos de MR tem seu impacto em CLV intermediado pela fidelidade. Personalização e qualidade se mostraram elementos de entrada do processo e são aqueles que mais fortemente impactam outros. Por fim, destaca-se que elementos de punição ao cliente são muito menos efetivos que de benefício.

Contribuições:

O modelo desenvolvido foi capaz de inserir elementos centrais de MR, mas ausentes da maioria dos modelos formais: CLV e personalização. As analises permitiram compreender as interações entre os elementos de MR e como se dá a formação de seu resultado final: CLV. Essa compreensão aprimora o conhecimento sobre o tema e auxilia que ações sejam norteadas, avaliadas e corrigidas.

Palavras-chave:
Marketing de relacionamento; Customer Lifetime Value (CLV); Mapeamento cognitivo

RESUMO

Objetivo:

This research sought to develop a cognitive model that expresses how marketing professionals understand the relationship between the constructs that define relationship marketing (RM). It also tried to understand, using the obtained model, how objectives in this field are achieved.

Método:

Through cognitive mapping, we traced 35 individual mental maps, highlighting how each respondent understands the interactions between RM elements. Based on the views of these individuals, we established an aggregate mental map.

Fundamentação teórica:

The topic is based on a literature review that explores the RM concept and its main elements. Based on this review, we listed eleven main constructs.

Resultados:

We established an aggregate mental map that represents the RM structural model. Model analysis identified that CLV is understood as the final result of RM. We also observed that the impact of most of the RM elements on CLV is brokered by loyalty. Personalization and quality, on the other hand, proved to be process input elements, and are the ones that most strongly impact others. Finally, we highlight that elements that punish customers are much less effective than elements that benefit them.

Contribuições:

The model was able to insert core elements of RM, but absent from most formal models: CLV and customization. The analysis allowed us to understand the interactions between the RM elements and how the end result of RM (CLV) is formed. This understanding improves knowledge on the subject and helps guide, assess and correct actions.

Palavras-chave:
Relationship Marketing; Customer Lifetime Value (CLV); Cognitive mapping

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  Processo de avaliação: Double Blind Review

Datas de Publicação

• Publicação nesta coleção
  Oct-Dec 2015

Histórico

• Recebido
  04 Set 2015
• Aceito
  09 Dez 2015