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Abstract(s)
É objetivo deste estudo alinhar a empresa às novas envolventes, assegurando a sua viabilidade económica.Tornou-se necessária a caracterização do meio em que a microempresa opera sob diversas perspetivas, tais como: meio ambiente, tipo de mercado, evolução demográfica, políticas e fiscalidade para o setor energético. Foi realizado um estudo quantitativo exploratório e não probabilístico por forma a conhecer a relação entre a lealdade do cliente ao seu fornecedor face à marca de gás engarrafado e à satisfação do cliente. Concluiu-se que de facto existe relação entre a imagem da marca de gás engarrafado e a lealdade do cliente, por outro lado concluiu-se que parcialmente a satisfação do cliente é fator determinante na lealdade do cliente, é exemplo o fator "tangibilidade" que não é relevante na área geográfica deste estudo. Os fatores "capacidade de resposta" e "competências do fornecedor", associados à dimensão "satisfação do cliente", são fatores positivamente relacionados com a "lealdade do cliente". Baseado no estudo desenvolvido, revisão da literatura e através de uma análise SWOT, identificando os pontos fracos e fortes da microempresa, revelando oportunidades e ameaças para a sua atividade, definiu-se a política, estratégia comercial e marketing a adotar face a tal caracterização.
The goal of this study is to align the company to the new surroundings, ensuring its economic viability. It became necessary to characterize the environment in which the micro enterprise operates under several perspectives, such as: environment, type of market, demographic evolution, policies and taxation for the energy sector. An exploratory and non-probabilistic quantitative study was carried out in order to discover the relationship between customer loyalty to their supplier face to the gas cylinder brand and customer satisfaction. It was concluded that, in fact, there is a relationship between the gas cylinder brand image and customer loyalty, on the other hand, it was concluded that partially, customer satisfaction is a determining factor in customer loyalty, such as the factor "tangibility" which is not relevant in the geographic area of this study. The "responsiveness" and "supplier competence" factors, associated with "customer satisfaction" dimension, are positively connected to "customer loyalty" factor. Based on the developed study, literature review and through a SWOT analysis, identifying the strengths and weaknesses of the micro enterprise, revealing opportunities and threats for its activity, policy, commercial and marketing strategy to be adopted were defined in view of such characterization.
The goal of this study is to align the company to the new surroundings, ensuring its economic viability. It became necessary to characterize the environment in which the micro enterprise operates under several perspectives, such as: environment, type of market, demographic evolution, policies and taxation for the energy sector. An exploratory and non-probabilistic quantitative study was carried out in order to discover the relationship between customer loyalty to their supplier face to the gas cylinder brand and customer satisfaction. It was concluded that, in fact, there is a relationship between the gas cylinder brand image and customer loyalty, on the other hand, it was concluded that partially, customer satisfaction is a determining factor in customer loyalty, such as the factor "tangibility" which is not relevant in the geographic area of this study. The "responsiveness" and "supplier competence" factors, associated with "customer satisfaction" dimension, are positively connected to "customer loyalty" factor. Based on the developed study, literature review and through a SWOT analysis, identifying the strengths and weaknesses of the micro enterprise, revealing opportunities and threats for its activity, policy, commercial and marketing strategy to be adopted were defined in view of such characterization.
Description
Keywords
Microempresa GPL Estratégia Microenterprise LPG Strategy