Percorrer por autor "Carlos, Catarina"
A mostrar 1 - 1 de 1
Resultados por página
Opções de ordenação
- Understanding the customer needs : the key to effective marketing for relocation servicesPublication . Carlos, Catarina; Xavier, RuteOver the past five decades, the global count of international migrants has significantly increased, reaching 281 million individuals residing in countries other than their birthplace by 2020. This rise in geographic mobility presents a lucrative opportunity for companies catering to the unique needs of immigrants and expatriates during the relocation process. However, targeting this diverse population segment with effective marketing strategies poses challenges. To address this gap, an online study was conducted, analysing marketing channels, customer needs, and collaboration opportunities for relocation services companies. The study aimed to enhance understanding and inform the development of compelling marketing strategies for this diverse group of international migrants. The results suggest that web-based and corporate-based marketing channels were more effective than traditional channels in engaging customers with international relocation agencies. The perception of the agency chosen by the user was considered more important than service quality or cost, and advertising strategies highlighting service quality, industry expertise, and competitive pricing were identified as crucial for enhancing customer perception of value. Younger participants showed a higher preference for collaboration between relocation agencies and other businesses compared to middle-aged participants. These findings provide important insights for relocation companies seeking to differentiate themselves from other companies in the market.