EVALUATION OF RESULTS OF RELATIONSHIP MARKETING ACTIONS IN A SOYBEAN SEEDS INDUSTRY
Abstract
The objective of this work is to evaluate the marketing relationship actions adopted by a soybean sowing industry. In order to achieve this purpose, marketing relationship actions were evaluated in terms of tangibility, reliability, responsiveness, security and empathy. This work is characterized as an exploratory quali-quantitative research. From the application of a questionnaire with the main clients of the company studied and the application of the Servqual model, we calculated the gap of each question, the gap for each of the five dimensions, the general average of the gaps, the weighted gap of each dimension and the weighted overall average. It was possible to conclude that for customers there are some dimensions that stand out for their importance, as is the case of reliability and safety, leaving the other dimensions as responsiveness, empathy and tangibility in a less relevant level.
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