Centralidade no cliente: entendimentos e aplicações em empresas no Brasil
Customer centricity has become relevant both in academia and in the market. While researchers explore the concept’s understanding and applications, companies are looking to implement customer centricity as a strategic approach. Still, there is a gap between what is understood and what is implemented...
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| Format: | master thesis |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | Brasil |
| Institution: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repository: | Biblioteca Digital de Teses e Dissertações da ESPM |
| Language: | Portuguese |
| OAI Identifier: | oai:tede2.espm.br:tede/635 |
| Online Access: | http://tede2.espm.br/handle/tede/635 |
| Access Level: | Open access |
| Keyword: | customer centricity; customer-centric; lógica dominante do serviço; estratégia de negócio customer centricity; customer-centric; service-dominant logic; business strategy CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| Summary: | Customer centricity has become relevant both in academia and in the market. While researchers explore the concept’s understanding and applications, companies are looking to implement customer centricity as a strategic approach. Still, there is a gap between what is understood and what is implemented. This gap is discussed from the Service-Dominant Logic theoretical perspective to understand the concept of customer centricity and its application in organizations. The synthesis of the main perceptions of Brazilian market executives regarding implementation of customer centricity is presented in seven categories built by inputs from ten interviews with leaders in companies of various sizes and segments. Main findings from literature and interviews were used to synthetize an implementation model describing five steps to guide companies on customer centricity implementation path. |
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