O papel do marketing de relacionamento na satisfação dos clientes: estudo de caso da Vodacom Moçambique, SA

Abstract

This study analyzed the role of relationship marketing in customer satisfaction at Vodacom Moçambique, S.A. during the period from 2023 to 2024, with the objective of understanding how relationship strategies contribute to the customer experience. The research adopted a quantitative approach through the application of questionnaires to customers, complemented by bibliographic and documentary analysis. The results indicate that relationship marketing practices exert a positive and significant influence on customer satisfaction, mediated by factors such as trust, communication, personalization, service quality, and efficiency in customer service. Trust is strengthened through transparency, security, and clarity of information, while personalized communication reinforces the perception of care and proximity. The personalization of offers and continuous post-service follow-up contribute directly to customer loyalty and to a positive customer experience. Despite these favorable impacts, certain gaps were identified, indicating areas for strategic improvement, particularly the need to optimize the speed of problem resolution, deepen knowledge of customer profiles and needs, and expand the scope of loyalty initiatives in an equitable and strategic manner. It is therefore recommended that Vodacom Moçambique, S.A. invest in strengthening the quality and stability of its network, implementing intelligent customer segmentation, ensuring consistent personalization of offers, improving service efficiency, and promoting the continuous training of employees, thereby enhancing relational experience and customer satisfaction