Identificação de fatores culturais adaptativos relevantes na utilização de sistemas CRM para fidelizar clientes em comércio varejista

Abstract

Competition is no longer just the fight for market share. It became critical factor for the survival of most companies. Organizations must establish strategies and put them into practice as soon as possible to survive in their markets. The Technology of Information and Communication (TIC) is an essential tool for the strategic positioning because it provides more detail regarding information available, with more agility. In addition, the implementation of a strategy to increase the loyalty of profitable costumers, known as Customer Relationship Management (CRM), makes it possible cost reductions through the acquisition of new costumers and in-depth knowledge of current costumers’ preferences and habits. However, despite the integration of the TIC, through the systems of CRM with the goal of increased costumer loyalty, many companies are finding it difficult to use it. The main factors that prevent the success of the use of such tool are not technical, as, for instance, systems or equipments, but are related t