Customer Relationship Management: The use of CRMs in customer management by accounting firms in Tangará da Serra – MT
DOI:
https://doi.org/10.33448/rsd-v11i16.38121Keywords:
Management; Companies; Tools; Relationships; Customers.Abstract
Customer Relationship Management (CRM) is characterized as an important tool, using the help of associations for greater choice, allowing them to seek innovations and improve themselves, seeking better service to their customers. Thus, the objective of this project was based on the investigation of the number of accounting companies in Tangará da Serra that make use of CRM software, and using a mixed questionnaire containing 07 objective questions and 05 essay questions sent to the 39 companies of accounting services in this municipality. Information was sought for tabulating and quantifying data from these companies, and whether they are prepared for a computational technological contemporaneity much more competitive than what we are used to. It is concluded that most accounting firms in the municipality of Tangará da Serra - MT do not use tools for managing customer relationships, however, those that use this type of software responded that communication and administrative/financial organization have become more efficient in Customer Relationship management.
References
Batista, G. P.; Bennemann, C. B.; Lima, F. P. A.; Castro, M. J.; Souza, S. S. F.; Fiirst, W. (2022). As transformações tecnológicas computacionais em empresas de contabilidade na gestão de Recursos Humanos de Tangará da Serra. Brazilian Journal of Development, 8 (1), 41956-41976.
Bretzke, M. (2010). Comportamento do cliente. In: DIAS, S. R. (Coord.). Gestão de marketing. 2(1), 37-94.
Chalmeta, R. (2006). Methodology for customer relationship management. Journal of Systems and Software, 79, (7), 1015-1024.
Frow, P., Payne, A. (2009). Customer Relationship Management: A Strategic Perspective. J Bus Market Manage 3 (1), 7–27. https://doi.org/10.1007/s12087-008-0035-8
Hassan, R. S. (2015). Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23 (1), 563-567.
Hitt, M. A; Ireland, R. D.; Hoskisson, R. E; Gião, P. R.; Oliveira Junior, M. M. (2011). Administração estratégica: competitividade e globalização, São Paulo, Cengage Learning, 2 (1).
IBGE. Instituto Brasileiro de Geografia e Estatística: Disponível em: https://cidades.ibge.gov.br/brasil/mt/tangara-da-serra/panorama. Acesso em: 07 fev. 2021.
Laudon, K. C; Laudon, J. P. (2014). Sistemas de informação gerenciais, Pearson Education do Brasil, 11 (1).
Marconi, M. A. & Lakatos, E. Técnicas de pesquisa. 9ª. Ed. São Paulo: Atlas, 2021.
Marion, J. C., (2015). Contabilidade Básica. Editora Atlas S.A. 2 (1).
Payne, A.; Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial Marketing Management. 33 (6), 527-538.
Richardson, R. J. (1999). Pesquisa social: métodos e técnicas. 3. ed. São Paulo: Atlas.
Sá, A. L., Sá, A.M. L. (2005). Dicionário de contabilidade, Atlas, 10 (1).
Schumpeter, J. A. (1988). A teoria do desenvolvimento econômico. Nova Cultural.
Simões, R. C. J. A importância do CRM e o seu impacto no relacionamento com os clientes. 2021. 131 p. Dissertação (Mestrado em Marketing e Negócios Internacionais) - Instituto Superior de Contabilidade e Administração de Coimbra –Instituto Politécnico de Coimbra, Portugal,2021. Disponível em: < https://comum.rcaap.pt/handle/10400.26/36663 > Acesso em 01/03/2022.
Swift, R. S. (2002). Executive Response: CRM Is Changing Our Eras, the Information We Require and Our Processes, MIS Quarterly Executive, 95-96.
Tavares, C. V. C. (2013). Marketing na região do cariri: melhores marcas, merchandising, satisfação e comportamento do consumidor. CRV, 1 (1).
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28 (13), 1319-1350.
Vasconcelos, R. B. B.; Oliveira, M. R. G. (2018). Determinantes Da Inovação Em Micro E Pequenas Empresas: Uma Abordagem Gerencial. Revista de Administração de Empresas. São Paulo, SP, 58 (4).
Xu, Y., Yen, D.C., Lin, B.; Chou, D.C. (2002), Adopting customer relationship management technology, Industrial Management & Data Systems, 102 (8), 442-452. https://doi.org/10.1108/02635570210445871
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Camila Beatriz Bennemann; Alan Borba de Oliveira; Fernando Parra dos Anjos Lima; Simone Silva Frutuoso de Souza; Wilian Geovani Fiirst
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
