Retenção de clientes à luz do gerenciamento de churn : um estudo no setor de telecomunicações / Costumer retention in the light of churn management : a study in the telecommunication sector

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The rise in global competition has increased costs related to attracting new consumers, bringing companies the challenge of changing their behavior towards their ever more demanding clients in order to keep them. To assist in this challenge, this paper aims to deepen the studies regarding the company and the client, identifying what is considered churn management and its role to improve marketing actions to capture clients. With the aim of achieving the proposed goal, a bibliographic research was conducted as well as a qualitative field research in the exploratory type, which through multiple case studies, in organizations of the telecommunications sector, within Brazilian context. The field research was directed by a protocol and approached the criteria to choose the cases to be studied, the interviewing script and the form of analysis of the information gathered. The choice for this sector was driven for its national and international representation as well as for the changes the sector has been undergoing especially after its privatization. Moreover, the sector is specially recommended for the study as its companies are especially concerned with churn management. The obtained results helped understand the churn management process and how this is input in business administration and its applications. We can note its role in helping to identify consumers who are more likely to abandon the company and to identify the consumers the company wishes to attract and capture to be able to develop the necessary actions. The limitations of this paper are relative to the methodology of the field research. Besides this, conducting quantitative research which aims to test, measure and evaluate the results of management as well as to comprehend the environmental impact, the business model in practice and its results is considered for future studies.

ASSUNTO(S)

costumer retention churn management relationship marketing retenção de clientes marketing de relacionamento gerenciamento de churn

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