O Marketing de relacionamento: seu impacto na atracção e retenção dos clientes: o caso Mcel - Moçambique Celular, S.A.R.L.

Abstract

This work aims to evaluate the impact that relationship marketing has on customer attraction and retention. This research is due to the fact that there is currently a very fierce competition between companies, which is why it is important for them to attract and retain the greatest number of customers, as a way to guarantee sales that enable them to obtain profits. To carry out the research, a case study was carried out at Mcel - Moçambique Celular, SARL, seeking to analyze: what strategies Mcel has been carrying out, aiming at the establishment of lasting relationships with customers, what limitations the company faces in following this aspect Marketing and finally analyze the impact of customer relationship marketing actions on customer loyalty and on the company's performance. A survey was also carried out on a sample of Mcel customers, with a view to analyzing their perception of the quality of Mcel services, their satisfaction and the effectiveness of Mcel's relationship marketing. From the research carried out, it was found that Mcel carries out relationship marketing actions for all its customers, which are more personalized for post-paid customers. Mcel adopts product differentiation as relationship marketing strategies; monetary adjustments in prices that occur for companies that contract Mcel's services; sales promotion, offering special incentives to customers (prepaid and postpaid); public relations, sponsoring and conducting various cultural and entertainment events and participating in socially responsible works; and market segmentation, where Mcel seeks to offer differentiated prices and services in order to satisfy all social strata existing in the country. From the research carried out it was found that relationship marketing at Mcel is having a positive impact, as the number of customers tends to grow, according to surveys, the majority of customers have been with Mcel for more than 5 years , none of these express an interest in leaving the operator and the company has registered a good performance. (TRADUÇÃO NOSSA)