Marketing de relacionamento para empresas que promovem eventos de formatura: uma pesquisa-ação em Minas Gerais

Abstract

The market for university graduations in Brazil grows at an accelerated rate, due to the fact that vacancies for higher education courses have been considerably expanded, as shown by data from the 2018 Higher Education Census (Mec, 2018). This market movement has generated a great demand for the application of the relationship marketing theory in companies providing services. In this sense, the research aimed to analyze and evaluate how a determined company of graduation party of Minas Gerais developed in the face of the use of relationship marketing and its tools. The methodology was action research, divided into four stages: exploratory phase, main phase, action phase and evaluation phase; as suggested by Thiollent (2005). At the end, in the analysis, the actions taken by the company were: creation of the marketing sector; hiring a management system (SGE); team training; market segmentation and; development of customer relationship strategies. Then, in order to corroborate the effectiveness of this study, a survey was carried out with 150 customers, obtaining a 95% satisfaction rate. There was also an improvement in the organizational environment and interactivity with the customer.