The goal of this study is to align the company to the new surroundings, ensuring its economic viability. It became necessary to characterize the environment in which the micro enterprise operates under several perspectives, such as: environment, type of market, demographic evolution, policies and taxation for the energy sector. An exploratory and non-probabilistic quantitative study was carried out in order to discover the relationship between customer loyalty to their supplier face to the gas cylinder brand and customer satisfaction. It was concluded that, in fact, there is a relationship between the gas cylinder brand image and customer loyalty, on the other hand, it was concluded that partially, customer satisfaction is a determining factor in customer loyalty, such as the factor "tangibility" which is not relevant in the geographic area of this study. The "responsiveness" and "supplier competence" factors, associated with "customer satisfaction" dimension, are positively connected to "customer loyalty" factor. Based on the developed study, literature review and through a SWOT analysis, identifying the strengths and weaknesses of the micro enterprise, revealing opportunities and threats for its activity, policy, commercial and marketing strategy to be adopted were defined in view of such characterization.
|Date of Award||17 Dec 2021|
- Universidade Católica Portuguesa
|Supervisor||António Mendes Ferreira (Supervisor) & Paulo Pereira (Co-Supervisor)|
- Micro enterprise