CORPORATE PORTALS AS A TOOL FOR CUSTOMER RELATIONSHIP DOI:10.5773/rai.v1i1.924

Abstract

Still evolving in the real environment, the discussion about the customer relationship moved to the virtual world, making the relationship marketing, the Internet and the corporate portals part of the new business day-by-day. The objective of this study was to investigate how corporate portals help to promote and develop the relationship between companies and their customers. In order to achieve this objective, we developed an exploratory research, based on a single case study. For the analysis of the problem, the first phase sought to understand the company's strategic objectives in relation to its corporate portal and the tools used to, through it, establish and develop relationships with their customers. This research was conducted through in-depth interviews with executives directly involved with the company’s corporate portal. Using triangulation, the result obtained in the interviews provided the basis for the second phase of the investigation, the survey conducted with clients of the company under review. This second phase investigated the relationship of the clients with the corporate portal, and their understanding with respect to the same items listed by the company as their goals for the portal. At the end of this study, it was compared the company’s goals and the understanding of customers about these goals, emerging hence considerations about the efficiency of the portal to the achievement of the relationship marketing objectives, and also, contributions to a better positioning of the corporate portal tools opposite to the company strategy and to the needs and expectations of their customers.