Marketing de serviços nas organizações e sua importância na construção civil
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Tipo
Monografia
Data de publicação
2012
Periódico
Citações (Scopus)
Autores
Moretti, Marcos Roberto
Orientador
Seki, Hélio Yasuki
Nunes, Élida Jacomini
Nunes, Élida Jacomini
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Nesse trabalho, apresenta-se Marketing de Serviços, com o objetivo principal de analisar como os conceitos são aplicados nas organizações em especial na construção civil e quais vantagens e benefícios se obtêm com sua correta e adequada aplicação. Apresentar a evolução dos serviços, sua importância no mercado e como o Marketing traz melhorias neste segmento são outros importantes objetivos deste trabalho, realizado por meio de pesquisa descritiva e embasado em literaturas apropriadas. O tema foi direcionado na intenção de, por meio da pesquisa bibliografia, levantar subsídios para um estudo focado nas estratégias do Marketing de Serviços que representa o meio até chegar ao cliente que representa o fim, agregando conceitos dos 4P’s e do Marketing de Relacionamento. Justifica-se a escolha do assunto pela alta complexidade, importância e crescimento da prestação de serviços no mercado global, devido principalmente à terceirização, que é uma das principais tendências no mundo dos negócios, principalmente na construção civil e com grande potencial de crescimento.
A satisfação de clientes está ligada a excelência no atendimento e na prestação de serviços e associar os 4P’s ao Marketing de Serviços e de Relacionamento auxilia nesta excelência e consequente satisfação.
In this work presents Marketing Services, with the main objective to analyze how the concepts are applied in organizations especially in construction and what advantages and benefits are achieved with the correct and appropriate application. Presenting the evolution of services, its importance in the market and as Marketing brings improvements in this segment are other important objectives of this study, conducted through descriptive and based on appropriate literature. The theme was focused on intention, through research bibliography, raise subsidies for a study focused on strategies Marketing Services representing the middle to reach the customer that represents the end, adding concepts and the 4P's of Relationship Marketing. Justifies the choice of subject for the high complexity, importance and growth of services in the global market, mainly due to outsourcing, which is a major trend in the business world, mainly in construction and with great growth potential. Customers satisfaction is linked to service excellence and in providing services and associate the 4P's of Marketing Services and Relationship assists this excellence and consequent satisfaction.
In this work presents Marketing Services, with the main objective to analyze how the concepts are applied in organizations especially in construction and what advantages and benefits are achieved with the correct and appropriate application. Presenting the evolution of services, its importance in the market and as Marketing brings improvements in this segment are other important objectives of this study, conducted through descriptive and based on appropriate literature. The theme was focused on intention, through research bibliography, raise subsidies for a study focused on strategies Marketing Services representing the middle to reach the customer that represents the end, adding concepts and the 4P's of Relationship Marketing. Justifies the choice of subject for the high complexity, importance and growth of services in the global market, mainly due to outsourcing, which is a major trend in the business world, mainly in construction and with great growth potential. Customers satisfaction is linked to service excellence and in providing services and associate the 4P's of Marketing Services and Relationship assists this excellence and consequent satisfaction.
Descrição
Palavras-chave
Marketing , Marketing de serviços , Marketing de relacionamento , Construção civil