O impacto do marketing de relação no setor CEP em segmento B2B e B2C : case study : DHL Parcel Portugal

  • Mafalda Queiroz Lourenço (Student)

Student thesis: Master's Thesis


This dissertation will reflect on the need for companies providing CEP transport servicesto incorporate in their capture strategies, actions aimed at a long-term perspective through theunderstanding and tactics of relationship marketing.The culture and vision of the 21st-century consumer, business or final, is increasinglydirected towards obtaining a quality service rather than from the value paid for it. This trendcan be seen in the parcel transport market, and trought digitalization and the ease ofdisseminating information online, it is necessary to provide a service that shows a positivesatisfaction that can generate recommendations in the market.The present study begins with a literary review on the CEP sector and the impact of ecommerce, the customer focus perspective and the relationship between customer satisfactionmetrics with relationship and loyalty marketing; then there is an analysis of the nationaltransport sector and CEP, moving on to an external and internal observation of the structure ofDHL and DHL Parcel Portugal; lastly, it moves on to a market study to understand the consumertrend in Portuguese corporate and final customers, relationship marketing actions that are most valued and the positioning of the DHL and DHL Parcel brands.
Date of Award8 Jul 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)


  • CEP
  • DHL Parcel
  • Relationship marketing
  • Satisfaction


  • Mestrado em Gestão Aplicada

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