Análise do contributo da marca para a fidelização de clientes nas empresas - caso do Millennium Banco Internacional de Moçambique, S.A.

Abstract

The work aims to analyze the brand's contribution to customer loyalty, seeking to assess its impact on profit generation in companies and a study was carried out case study at the company Millennium Banco Internacional de Moçambique, S.A. (MBIM). THE research carried out had as fundamental reason the fact that the theme “brand” was little exploited in the national market, although the brand may even constitute the most active of an organization and the topic is widely addressed in international literature. One of the main limitations of the research was to demonstrate in what percentage the loyalty of customers influences profitability. Despite the fact that loyalty influences in generating profits, it was not possible to determine to what extent in numerical terms. To achieve the general objective of analyzing how the MBIM brand contributes to the customer loyalty and its impact on the generation of profits in the company, were used as methodological procedures, bibliographic and documentary research and case study, in the which MBIM clients were interviewed at random and an employee was interviewed chosen intentionally. As the main conclusion of the research, it was found that the MBIM brand for its strength and notoriety improves the level of customer loyalty with an increase in profits in the company, thus validating the first hypothesis raised for answer the research problem. The main recommendation left to MBIM is improve flexibility in customer service by changing the computer system through periodic updating of technology, introduction of application programs that automate certain operations that are done manually are time consuming, in addition to training of employees both in relation to changes in the system and on the techniques of communication with the customer. (TRADUÇÃO NOSSA)