Redes sociais virtuais como ferramenta de marketing na geração de valor na perspectiva do cliente: um estudo multicasos no segmento de máquinas e equipamentos

Abstract

Taking into account the current scenarios, the new consumer profiles and the increasingly accelerated technological developments, virtual social networks have played a key role as a marketing tool to generate customer value. The present study was developed to analyze the role virtual social networks play in customer-value generation process within the machinery and equipment industry; thereby deepening knowledge of how they contribute in generation customer value. In addition, it brings a study about what tools such companies use for their presence, identifying and describing how they evaluate the results of their actions in virtual social networks. Finally, the present study identifies gaps and opportunities in order to improve the use of this tool for creating customer value. This dissertation is a study in multiple cases, within the machinery and equipment industry and the data collection was carried out through semi-structured interviews, direct observation and documented research. ThyssenKrupp Elevators, Marcopolo and Stemac were the units of analysis. From the theoretical review, the data analysis was developed and a final report was devised. Companies use different methodologies and resources for the management of virtual social networks. In the three units, key factors, such as service quality, safety and image were perceived, in addition to the response capacity, which impacts on quality and customer satisfaction. In all cases, the customer’s favorable dependability and beliefs, are regarded as competitive advantages and approached with relevance. It was observed that virtual social networks are a new strategic model for marketing organizations, with great potential to create value. Nevertheless, they need to undergo a cultural transformation, rethink their guidelines and technological structures, and operational processes.