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Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore, the main aim of this article is to explore young adults’ views on digital storytelling campaigns, focusing on the determinants of interaction, the impacts on consumer behavior, and the outcomes for brands. By adopting a qualitative approach, eight focus groups were conducted. Participants were 40 Portuguese consumers and social network site users, aged 19 to 37. The study demonstrates that being posted by a friend makes the content more attractive to one’s attention and increase its chances of further interaction (i.e., liking, sharing and commenting). The study also demonstrates that despite the expected positive emotional impacts of digital storytelling campaigns highlighted in the literature, they can also generate mistrust whenever it is not clear for the consumer how the topic chosen for the story relates to the brand and its products. Moreover, these campaigns may also fail to improve brand’s image if the brand is not conveniently featured in the campaign.

Copyright of Exacta is the property of Exacta - Engenharia de Producao and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Objective: Although the sharing economy is a global phenomenon, being a path to create international brands with a worldwide customer reach, the relationship between virtual brands and users’ in this new sector remains underexplored, leading us to investigate the relation between brand personality and users’ loyalty to virtual brands. Method: Survey with 580 users of ride apps, using structural equation modeling to test the prediction of brand personality on user’s loyalty. Results: The present research depicts the intangible aspects of the relationship between users and brands in the digital environment, revealing the personality traits of virtual brands and the impact on customer loyalty in the context of the sharing economy. Credibility and audacity are the most prominent characteristics of virtual brands, being credibility, reflecting the users’ trust in the brand, the main driver of loyalty. Contributions: These findings contribute to the relationship marketing body of knowledge; in a sense, it provides information about how customers relate to their favorite virtual brands and indicates an antecedent of relationship marketing. Customer brand relationship studies also benefit from our results since we suggest important factors that enable positive associations about a brand in consumers’ minds. Relevance/Originality: This study represents a seminal step in investigating the relational aspects of the interaction between users and virtual brands in the sharing economy, which has brought the need to rethink brand management and brand positioning in the context of virtual brands.

This study presents a literature review on Brazilian business-to-business (B2B) marketing from 2008 to 2018. The methods used included review topic selection, literature search, data collection and reading, and analysis of scientific periodical publications of a level greater than or equal to B2. Theoretically, B2B marketing has been associated with six themes: innovation, customer journey and value relationship, data analysis, technology utilization, integration between marketing and finance, and marketing ecosystems. In terms of methodology, quantitative research, survey utilization, transverse temporal cuts, non-probability sampling, and use of questionnaire scales for data gathering have prevailed in this field. It was found that empirical research has mainly focused on customer journey and value relationship. This study contributes to existing literature by providing several future research possibilities; in addition, it draws a parallel between Brazilian and international scientific production on the topic to suggest an overview of future B2B marketing research.

Este estudo tem como objetivo analisar os problemas existentes e os motivos geradores de insatisfação dos consumidores perante os serviços oferecidos pelas organizações e as possíveis soluções de Tecnologia da Informação (TI) capazes de gerar melhorias nos processos de Serviço de Atendimento ao Cliente (SAC) e, portanto, aumentar a satisfação dos clientes. Para isto, o trabalho apresentará o conceito de Customer Relationship Management (CRM), Omnichannel, Call e Contact Centers. Para a comprovação dos benefícios da implantação de uma solução inteligente no Contact Center, será realizada uma análise de dados para diagnóstico à luz da perspectiva dos consumidores: quanto ao serviço de atendimento e quais são os impactos que a satisfação gera para as empresas.

Considering the high complexity of health service management, managers look for strategies that ensure patients' satisfaction and loyalty. The objective of this research was to synthesize the main strategies that have been used to promote patient satisfaction and loyalty in healthcare organizations. An integrative review study was carried out from October to December 2019, covering publications from the Web of Science, SCOPUS and BIREME databases, in English, Spanish and Portuguese, with standardized descriptors patient satisfaction and hospitals, and with the keyword patient loyalty. The sample comprised nine articles, which describe the relationship of these constructs with the perception of the value of the service, quality of service, patient experiences, as well as the use of the Customer Relationship Management (CRM) marketing strategy. This strategy allows organizations to establish a meaningful relationship with customers, by understanding their behavior. There is also the description of a program implementation plan offering differentiated hospitality services. It was identified that the constructs perceived value of the service and quality of the service precede patient satisfaction and loyalty. The CRM strategy was related to patient loyalty, and studies emphasize that health managers encourage the development of attitudinal skills by health team professionals in providing care, in order to add value to the service offered and provide increased patient satisfaction and loyalty in healthcare organizations. [ABSTRACT FROM AUTHOR]

Businesses with focus on customers through the use of Customer Relationship Management (CRM) perform better and win customer loyalty. Therefore, it is relevant to study the relationship between customers and airline companies, given that the aviation industry is highly competitive and relatively commoditized. Thus the aim of this study was to develop and validate a scale to measure customer’s perception of relationship with airline companies. The scale was composed of four primary factors (customer loyalty, purchase experience, flight experience, and service) and a second order factor (customer relationship), all with good psychometric indices. The development and validation of a scale in an industry little explored by the CRM literature was the main contribution of this research, as it may be used as a diagnostic tool for airline companies to scale up their relationship with strategic customers and achieve more effective results.

This study aims to analyze the effect of ERP and CRM systems on customer satisfaction. More specifically, evaluate the correlation between the ERP and CRM systems implementation and the customer satisfaction indicators, such as completed and on-time orders, by comparing data before and after systems implementation. For this, the field research method was used through the quantitative analysis of primary data, obtained from a multinational company in the scientific and health equipment sector, selected non-probabilistically, but the selection met the condition of the company. have a mature customer satisfaction assessment process using indicators based on a survey sent to each sales order shipped. The survey results indicated that the survey of 16 questions with 759 respondents, performed by the company, presented optimal internal consistency, measured by Cronbach's alpha coefficient. However, although the response averages tended to improve after the implementation of the ERP and CRM systems, from a statistical point of view, such improvement cannot be considered significant, since the averages are within the same range. confidence. It is recommended to develop a new line of investigation including the behavioral evaluation of other operational and financial variables, such as inventory turnover, sales revenue and profitability, also considering the lag effect evaluation after the ERP and CRM systems implementation. [ABSTRACT FROM AUTHOR]

This study presents a literature review on Brazilian business-to-business (B2B) marketing from 2008 to 2018. The methods used included review topic selection, literature search, data collection and reading, and analysis of scientific periodical publications of a level greater than or equal to B2. Theoretically, B2B marketing has been associated with six themes: innovation, customer journey and value relationship, data analysis, technology utilization, integration between marketing and finance, and marketing ecosystems. In terms of methodology, quantitative research, survey utilization, transverse temporal cuts, non-probability sampling, and use of questionnaire scales for data gathering have prevailed in this field. It was found that empirical research has mainly focused on customer journey and value relationship. This study contributes to existing literature by providing several future research possibilities; in addition, it draws a parallel between Brazilian and international scientific production on the topic to suggest an overview of future B2B marketing research. [ABSTRACT FROM AUTHOR]

Companies face high market demand and to remain competitive they need to invest in the relationship with their customers. Customer Relationship Management (CRM) implies not only a new use of a tool but also a changing of its strategical approach to the market. As seen in previous studies, CRM projects are very likely to fail, however, actions can be taken to help overcome these problems, such as proper knowledge management integration. With this study we are able to answer the following research question: how the company can use knowledge management in a CRM project adoption? In order to answer this question, after a literature review, a case study was conducted. Data collection was carried out through direct observation in the company, with the analysis of documents, and interviews. We can observe that there are a set of knowledge management activities that can help the adoption of CRM projects, even if there is no formal policy for knowledge management in the group or for this specific project. Knowledge sharing is seen as an enabler of better results for CRM projects.

Customer Relationship Management (CRM) represents a technological application based on the philosophy of Relationship Marketing and it recommends the interaction with high value consumers. Relating CRM to new social technologies, CRM 2.0 or social CRM deals with the relationship between companies and customers using online platforms such as blogs, RSS, forums and social network sites, among other facilities. Through a comparative study based on qualitative indicators, this article draws a relationship between CRM theory and practice. In two high technology organizations it was identified that, although the indicators are appropriate to the business practices, their usage and understanding are oriented by the nature of businesses and by the company characteristics. Empirical results show that technology structure, data collection and analysis tools and interactive sales tools favor CRM. In this paper, four variables are treated theoretically and empirically: Information Technology; Information tools, where the Database and the Storage of Debugged Data are included; Data Mining; and, the Sales Force Automation Facilities.

Copyright of Journal of Business & Projects / Revista de Gestão e Projetos is the property of Revista de Gestao e Projetos and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The internet and social media currently present themselves as platforms that are easily accessed by anyone, may potentiate the organizations an affordable means to improve communication with your customers and prospects. Thus, they can help promote brand awareness, improve customer service and satisfaction and are an economic way for the implementation of the marketing plans of the organizations. In this context, the aim of this study is to evaluate the degree of use of the Internet and social media by young people and the potential receptivity of social media marketing for these. Starting from a case study of students from different courses of a Portuguese higher education institution, the data were collected through the provision of an online questionnaire and analyzed statistically. The main results show that youngsters devote several hours daily surfing the internet to perform various activities, including the use of social media. In this type of platforms normally follow without posting news pages from brands they like, considering itself to an asset disclosure and promotion of brands. [ABSTRACT FROM AUTHOR]

The purpose of the present study is to investigate the underlying motivations for positive electronic word of mouth (eWOM) behavior about products, services and brands by Brazilian Facebook users. Research hypotheses and a theoretical model were developed to further our understanding of positive eWOM communication motivations. A survey was conducted with 468 Facebook users in Brazil in order to empirically test the validity of the proposed model. Data was analyzed using structural equations models. Results suggest that concern for other consumers, the desire to engage in social interactions, as well as the desire to share positive emotions and help companies are significant motivations. The hypothesis which predicted that economic rewards are correlated with positive eWOM communication was not confirmed, suggesting that social and psychological motivations are more correlated with eWOM behavior than purely economic reasons for Brazilian Facebook users. The empirical test supported the moderating role of tie strength in the relationship between concern for other consumers and positive eWOM communication. [ABSTRACT FROM AUTHOR]