Redes sociais - Facebook como instrumento de marketing de relacionamento, caso de estudo: Multichoice-Dstv

Abstract

The current market is characterized by several challenges such as globalization, the economic crisis and the Covid-19 Pandemic that have made customers more demanding and intensified global competition, which requires companies to rethink their survival strategies in the market. Faced with the aforementioned challenges, Relationship Marketing proves to be an excellent answer for companies to survive in the market because it seeks to satisfy and retain customers in the long term, and social networks facilitate this process, as they allow communication between customers and enterprise in real time, with greater scope and with fewer resources and without geographic limits. Thus, this study has the general objective of understanding the use of Facebook in the relationship between MultichoiceˇDStv and its customers and to achieve this, it will describe the interaction of MultichoiceˇDStv and its customers on Facebook, verify the effectiveness of the strategies of Multichoice- DSTV's relationship marketing on the platform, check the response time to customers' questions, and finally, demonstrate Facebook's contribution to the development of the relationship between Multichoice-DStv and its customers. This is a case study carried out at the company Multichoice-DStv, with a mixed approach, whose qualitative part is represented by the interview made to the company about its experience in using Facebook to relate with the customer and the quantitative part by the questionnaire answered by customers about their interaction experience with the company on Facebook. This research was based on the Functionalist theory conceived by Wroe Alderson, in the mid-1930s and lasting until the 1960s, which understands marketing as a system with an interrelated and interdependent structure of relationship dynamics. The data collected from customers so far tend to demonstrate that they see the interaction with Multichoice-DStv through Facebook as being good and that it contributes positively to the development of the relationship with the company. Multichoice-DStv shows satisfaction in using Facebook to interact with its customers, as it allows it to get to know its customers, their needs and expectations through the feedback that customers give the company and, in return, the company uses this advantage to to improve its services, adapting them more and more to the expectations of customers, guaranteeing greater satisfaction to them, which results in their loyalty.