AVALIAÇÃO DE RESULTADOS DE AÇÕES DE MARKETING DE RELACIONAMENTO EM UMA INDÚSTRIA SEMENTEIRA DE SOJA

Abstract

The purpose of this work is to evaluate the marketing relationship actions adopted by a soybean sowing industry. To achieve this purpose, some specific objectives were chosen, like to evaluate marketing relationship actions in terms of tangibility, reliability, responsiveness, security and empathy. This work is characterized as an exploratory quali-quantitative research, carried out in the environment of the company studied. The theoretical framework addresses the general aspects of relationship marketing and presents models and literature approaches on the planning and implementation of this strategy. Based on the bibliographic review and the research in the company environment, this research aims to obtain as a result a method of evaluation of the marketing relationship actions to be used in the company studied, based on the data obtained from its clients regarding the relationship with the company. It was verified that there are some dimensions that stand out in their level of relevance, such as reliability and safety, leaving the other dimensions like responsiveness, empathy and tangibility as less relevant.