Análise do contributo do composto de marketing na satisfação do consumidor. Caso da Vodacom Moçambique, SA.

Abstract

The present work aims to analyze the contribution of the marketing mix in the consumer satisfaction, with the case study at the mobile phone company Vodacom. THE choice of the theme of the present work, was motivated by the fact that the marketing mix represents an important tool for the survival of any company on the market. It was motivated also because few works address the expanded marketing mix for services, in this context, this research addresses elements of the marketing mix that are important for service provider companies. The methodological procedures used to obtain information were: bibliographic research, documentary research, application of questionnaires and interviewers. The main conclusion of this paper is that the company's marketing mix Vodacom takes into account not only the company's profitability, but also the quality of the service provided, positively influencing consumer satisfaction, which validates hypothesis 1 raised. The main recommendation that is left to Vodacom is that it proceeds with the execution of periodic surveys of consumer satisfaction, in order to have reliable information in relation to the performance of services provided from the customer's perspective.