Marketing de relacionamento e a geração de demanda: um estudo aplicado às empresas de transporte urbano de passageiros em Manaus

Abstract

The present work aims to present a project proposal with application of customer relationship marketing, observing the companies operating in the public transport system in the city of Manaus-AM. Marketing concepts will be addressed, with emphasis on relationship and customer retention, through the vision of different authors, and benchmarking practices of companies from other segments, as a means of better understanding, through theoretical framework and real experiences, customer behavior and forms of relationship. The main information of the analysis of the sector of the Manaus public transport system will be presented, as well as the history of the number of customers transported and the factors that have conditioned to a drop in demand. The solution proposed by the project, also presented in framework format, are based on the information of the sector analysis, the notes of a focusgroups survey and considers the relationship with the client the main factor for the increase in the demand of public transport customers. For this, will be suggested actions that aim to increase the number of people who use the bus in Manaus, as a way to provide the system with better profit margins and sustainability.