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Resumo(s)
O presente trabalho, alicerçado em observação directa, debruça-se sobre o portal da
Microsoft MSN.pt, analisando as estratégias utilizadas para a fidelização dos cibernautas.
Em concreto será descrito e avaliado o processo de implementação de novos canais no
portal e o seu impacto no crescimento do domínio MSN.pt. Serão igualmente fornecidos
dados sobre o posicionamento do portal da Microsoft no mercado português bem como
sobre o perfil e hábitos de consumo dos seus utilizadores.
This study, based on direct observation, focuses on Microsoft's portal MSN.pt, analyzing the strategies used for the loyalty of users. In concrete it will describe and evaluate the implementation process of new channels in the portal and its impact on the growth of the domain MSN.pt. It will also provide datas on the positioning of the Microsoft portal in the Portuguese market as well as on the profile and consumption habits of its users.
This study, based on direct observation, focuses on Microsoft's portal MSN.pt, analyzing the strategies used for the loyalty of users. In concrete it will describe and evaluate the implementation process of new channels in the portal and its impact on the growth of the domain MSN.pt. It will also provide datas on the positioning of the Microsoft portal in the Portuguese market as well as on the profile and consumption habits of its users.
Descrição
Palavras-chave
Cibernautas Estratégia Fidelização Internet MSN.pt Portais Loyalty Portals Strategy Users