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Esta dissertação irá refletir sobre a necessidade das empresas prestadoras de serviços de
transporte CEP terem de incorporar nas suas estratégias de captação, acções direcionadas para
uma perspectiva a longo prazo, através da compreensão e tácticas de marketing de relação.
A cultura e visão do consumidor do século XXI, seja empresarial ou final, é cada vez
mais direcionada para a obtenção de um serviço de qualidade do que propriamente numa ótica
de valor pago pelo mesmo. Esta tendência verifica-se no mercado de transporte de encomendas,
e graças à digitalização e facilidade de divulgação de informação online, é necessário prestar
um serviço que transpareça uma satisfação positiva que possa gerar recomendações no mercado.
O presente estudo inicia com uma revisão literária sobre o setor CEP e o impacto do ecommerce, a ótica de foco no cliente e a relação entre métricas de satisfação de cliente com o
marketing de relação e lealdade; de seguida verifica-se uma análise ao setor dos transportes e
CEP nacional, passando a uma observação externa e interna da estrutura da DHL e da DHL
Parcel Portugal; por último passa para um estudo de mercado para conhecimento da tendência
de consumo no cliente empresarial e final português, acções de marketing de relação mais
valorizadas o posicionamento da marca DHL e DHL Parcel.
This dissertation will reflect on the need for companies providing CEP transport services to incorporate in their capture strategies, actions aimed at a long-term perspective through the understanding and tactics of relationship marketing. The culture and vision of the 21st-century consumer, business or final, is increasingly directed towards obtaining a quality service rather than from the value paid for it. This trend can be seen in the parcel transport market, and trought digitalization and the ease of disseminating information online, it is necessary to provide a service that shows a positive satisfaction 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 satisfaction metrics with relationship and loyalty marketing; then there is an analysis of the national transport sector and CEP, moving on to an external and internal observation of the structure of DHL and DHL Parcel Portugal; lastly, it moves on to a market study to understand the consumer trend in Portuguese corporate and final customers, relationship marketing actions that are most valued and the positioning of the DHL and DHL Parcel brands.
This dissertation will reflect on the need for companies providing CEP transport services to incorporate in their capture strategies, actions aimed at a long-term perspective through the understanding and tactics of relationship marketing. The culture and vision of the 21st-century consumer, business or final, is increasingly directed towards obtaining a quality service rather than from the value paid for it. This trend can be seen in the parcel transport market, and trought digitalization and the ease of disseminating information online, it is necessary to provide a service that shows a positive satisfaction 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 satisfaction metrics with relationship and loyalty marketing; then there is an analysis of the national transport sector and CEP, moving on to an external and internal observation of the structure of DHL and DHL Parcel Portugal; lastly, it moves on to a market study to understand the consumer trend in Portuguese corporate and final customers, relationship marketing actions that are most valued and the positioning of the DHL and DHL Parcel brands.
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Palavras-chave
Marketing de relação CEP Satisfação DHL Parcel Relationship marketing Satisfaction