Marketing de relacionamento: a satisfação dos clientes universitários sobre as operadoras de telefonia móvel.

Abstract

The relationship with customers today takes on a strategic level that can generate sustainable competitive advantages for companies. Given the competitive environment, mobile operators increasingly seek relationships with their customers, sources of sustainable competitive advantage. In this sense, the central objective is to evaluate the Relationship Marketing actions of the mobile phone operators, based on the perception of UFCG campus students Sousa. The methodology presented was inductive, descriptive, bibliographical, field and quali-quantitative, since 85 university students were enrolled in the Administration course. The dimensions of the results were evaluated the services of mobile operators in two stages. The Effectiveness of the Contract evidenced the regularity of effecting customer contracts and in relation to the Services Provided by the mobile operators were considered five dimensions: reputation, trust, costs in operator exchange, loyalty and evaluation of services rendered. The main concern of organizations was in relation to customer satisfaction: organizations should offer products and services that meet the expectations of their consumers.