CRM- Gestão de relacionamento com o cliente: um estudo nas lojas do ramo de confecções na cidade de Cajazeiras-PB.

Abstract

The following work has as its theme the CRM and relationship management with customers, through a study in the garment retail stores in the city of CajazeirasPB, which addresses issues such as information systems, information technology and system enterprise information, showing its main functions within the company. The work has as main objective the evaluation of the role of the CRM system in the garment retail stores in the city of Cajazeiras-PB, showing how and made the use of these systems in the companies surveyed, their use in the organization, opinions of owners or responsible for store on the systems. The research was classified as descriptive, explanatory and bibliographical research, the research universe is established through all retail stores of making the city of Cajazeiras-PB, the sample is characterized as non-probabilistic. A field survey was carried out, with a direct contact by means of a questionnaire administered directly to the owners, managers or responsible for garment retail stores. Where it was realized that most of the stores surveyed have access to the information systems, CRM and others more still do not know make the most of its potential tools, nor understand its full scope, damaging many times the decision making and the correct management the management information.