O potencial dos dispositivos móveis na gestão do cliente

Abstract

This study aimed to understand what's the potential of mobile devices in customer management from a company point of view. To evaluate this potential, it was decided to study the customer receptivity to use this devices to perform purchases and reservations, a phenomenon that is increasing and that offers unique opportunities to mobile customer relationship management. Through the case study methodology and a methodological approach that involved the collection of data through a survey, which covered a sample of 693 subjects, it was possible to obtain promising data on receptivity to mobile commerce. It was possible to conclude through this study that there is, in fact, not only receptivity in using mobile devices as consumption channel regarding a company products and services, as well as the intent to do it in the future. Furthermore, it was noted that the individuals between 18 and 35 of both gender and with higher education degree are the most responsive segment to buy through a mobile device. However, the study shows that smartphones and tablets are possessed by all kinds of profiles , which allows to achieve all types of audiences, thereby increasing the potential of the mobile customer relationship management. It was also possible to verify that SMS is companies most used channel to communicate with clients and, perhaps because of this fact, it's also the channel that have better consumption results when communications regarding offers and discounts are send. However, SMS is the channel used the most by companies communicate offers even to clients that prefer other types of contacts. These results shows the relevance in deepen commercial communication strategies trough this channel.

Date of Award	21 Jul 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)