Felipe Neves de Carvalho - Monografia - Marketing de Relacionamento atuando no e-Commerce

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n}qnigvnmb) n}ao}b n hqmnoìns a n caoîzgbs kq}qzbs) sãb pzç(za~qgsg}bs pnzn sa hno}az ob hazcnmb/ B ’cnpg}nigshb sai{nlah‘ pzalnmb pain acbobhgn libjni ç gos}zqhao}b pnzn n pzî}gcn mb cbosqhgshb) n~qgsgìãb ma s}n}qs a sn}gsknìãb passbni/ B cbosqhgmbz ç b pb}aocgni ni{b ma }bmn assn cbzzgmn/ N lznoma nhpig}qma mb hazcnmb) gos}glnmn pain ni}èssghn cbhpa}g}g{gmnma ao}za bs cbocbzzao}as oassn mgspq}n) knvah mns zainìñas ma oalócgbs qh nhjgao}a cbhpiatb a at}zahnhao}a pzbkgssgboni/ Ns }aomæocgns mb hazcnmb sãb znpgmnhao}a ni}aznmns) nignoìns as}zn}çlgcns sãb kbzhnmns n }bmb gos}no}a pnzn aokzao}nz ma kbzhn hngs cbosgs}ao}a a sqs}ao}î{ai n {aibcgmnma mns hqmnoìns) ni}aznomb n cbhpbsgìãb hazcnmbiólgcn/ N ~qajzn mns jnzzagzns ao}za bs hazcnmbs) nhpign n ~qno}gmnma ma pinwazs a cbh gssb) b nssçmgb nbs cbosqhgmbzas) cnmn {av hngs atglao}as/ N gokbzhnìãb {gzbq hbamn ma }zbcn/ Pbssqgz mnmbs ~qa gmao}gkg~qah b

















ma n}zngz b cigao}a) safn pbssè{ai n sqn za}aoìãb) pbssgjgig}nomb n cbos}zqìãb ma zainìñas sóigmns a mqzî{ags/ B ao}aomghao}b mb ~qa ç zanih z anihao}a ao}a zaia{no}a pnzn cnmn lzqpb aspacèkgcb ma cbosqhgmbzas ç b cbhjqs}è{ai pnzn pnz n lqgnz assa masao{bi{ghao}b/ masao{bi{ghao}b/ Bs n{noìbs }acobiólgcbs pbssgjgig}nznh n czgnìãb ma lznomas jnocbs ma mnmbs ma gokbzhnìñas ah hnzea}gol $MJH' ~qa nzhnvaonh b za}zn}b mns }aomæocgns ma cbosqhb ma cnmn qsqîzgb cnmns}znmb/ Nbs pbqcbs) b nhjgao}a {gz}qni {ah sa }bzonomb hngs cbokbz}î{ai) salqzb a n}zn}g{b pnzn ~qah masafn zanigvnz zainìñas ma oalócgbs boigoa / N atgs}æocgn ma lznomas kgins ons ibfns) kni}n ma salqznoìn ons zqns) cqihgonomb ah nssni}bs) zbqjbs a sa~ùas}zbs) cbhjgonmns cbh n gsaoìãb ma nilqhns }nzgkns ~qa jnzn}agnh bs pzbmq}bs {aomgmbs {gz}qnihao}a a n kncgigmnma ma qsb mb mgodagzb pbz hagb aia}zýogcb) cbo}zgjqah pnzn b czascao}a nqhao}b ma go}azassa mb cbosqhgmbz ah cbhpznz paib cbhpq}nmbz ah ma}zghao}b ns ibfns kèsgcns/ N}zn{çs mb nzhnvaonhao}b ma gokbzhnìñas passbngs) bs sg}as ma cbhçzcgb aia}zýogcb njns}acah b cbosqhgmbz cbh bkaz}ns nigodnmns nb saq pazkgi ma go}azassa) cqhpzghao}nh(ob paib obha) kn}b ~qa laznihao}a oãb ncbo}aca ah ibfns }znmgcgbongs a ~qa ’npzbtghn‘ b cbosqhgmbz mb nhjgao }a ma a(cbhhazca / Bs jnocbs) db}çgs) ig{znzgns) ibfns ma mgscbs) nz}glbs aia}zb(aia}zýogcbs a ahpzasns nçzans }nhjçh }æh go{as}gmb kbz}ahao}a ah saqs nhjgao}as {gz}qngs) hqg}bs saz{gìbs sãb bkazacgmbs boigoa a cbh lznoma ncag}nìãb mb pöjigcb) ~qa pbqpn qh }ahpb pzacgbsb on cbzzazgn mb mgn(n(mgn) mnomb ngomn n cbhbmgmnma ma as}nz mgspboè{ai mqzno}a {go}a a ~qn}zb dbzns pbz mgn) sa}a mgns pbz sahnon a }zavao}bs a

















czgn}g{n) czgnomb mgkazaocgngs ~qa cbib~qah qhn {no}nlah cbhpa}g}g{n sbjza bs mahngs nm{azsîzgbs ma hazcnmb) hntghgvnomb n zao}njgigmnma) nhpignomb pnzcazgns a as}njaiacaomb zaincgbonhao}bs pnq}nmbs ob pzbkgssgbonigshb a on cbokgnoìn/ >/> ]ahn Hnzea}gol ma zaincgbonhao}b/ zaincgbonhao}b/ >/: Maighg}nìãb ma ]ahn Hnzea}gol ma zaincgbonhao}b n}qnomb ob salhao}b mb a(cbhhazca / >/3 Fqs}gkgcn}g{n ma ]ahn Bs n{noìbs mn }acobiblgn mn gokbzhnìãb $]G' }æh czgnmb goöhazns ob{ns bpbz}qogmnmas a pbssgjgigmnmas pnzn saqs qsqîzgbs) mgspbogjgigvnomb) n}zn{çs mn go}azoa}) ob{bs cnongs ma pas~qgsn) cbhqogcnìãb) invaz a pzgocgpnihao}a ma cbhçzcgb aia}zýogcb/ Ns cbhpzns boigoa }æh czascgmb ma kbzhn hqg}b go}aosn) cnmn {av hngs passbns cbhpznh pain go}azoa} a b Jznsgi as}î gosazgmb oassa cbo}at}b/ N czgnìãb ma sgs}ahns ma salqznoìn ma mnmbs) ~qa nqhao}nh b oè{ai ma cbokgnjgigmnma mb cbosqhgmbz a n pbpqinzgvnìãb mb ncassb n go}azoa} pnzn ns cinssas hngs maskn{bzacgmns cbhb n ’C‘) kbhao}nh assn czascao}a atpnosãb/ Ma ncbzmb cbh Nhbz $:000) p/ :<') ’n go}azoa} magtbq ma saz npaons qhn zama cgao}èkgcn pnzn saz qhn pin}nkbzhn ~qa as}î pbssgjgig}nomb qhn ob{n laznìãb ma oalócgbs $///' as}nhbs obs hb{aomb ah mgzaìãb à cbhpq}nìãb qog{azsni a ah mgzaìãb nbs saz{gìbs aia}zýogcbs ‘

















Ngomn pnzn Enineb}n a Zbjgosbo $:00:) p/ >>') ’b a(cbhhazca as}î hqmnomb n kbzhn ma cbhpa}gz) n mgoêhgcn mb zaincgbonhao}b ~qa ns ahpzasns }æh cbh saqs cigao}as) n {aibcgmnma mb n}aomghao}b mb pamgmb a n on}qzavn mn igmaznoìn ahpzasnzgni‘/ Nczascao}nomb hngs) mgvah Enineb}n a Zbjgosbo $:00:) p/ >:') ’n cbocbzzæocgn ncgzznmn a ns ob{ns bpbz}qogmnmas ma a(cbhhazca as}ãb kbzìnomb ns ahpzasns }znmgcgbongs n cbos}zqèzah hbmaibs ma a(jqsgoass ~qa safnh kiatè{ags) ma zîpgmb ascbnhao}b a kbcnmbs ob cigao}a ‘/ B sqzlghao}b ma qh ob{b qog{azsb mglg}ni knv cbh ~qa b hnzea}gol ma zaincgbonhao}b atpibza n hngbz mgspbogjgigmnma mb cigao}a) ob{bs cnongs ma cbhqogcnìãb a ob{ns pbssgjgigmnmas) kbzhns mgkazaocgnmns ma n}zngz a za}az cigao}as) gosazgomb(bs ah ascnins ma salhao}nìãb a pzakazæocgns jns}no}a aspacèkgcns/ >/= Bjfa}g{bs >/=/> Bjfa}g{b Lazni Nonigsnz ma ~qni hnoagzn b hnzea}gol ma zaincgbonhao}b n}qn ons ahpzasns ma {nzafb aia}zýogcb J:C a cbhb aia lazn qhn {no}nlah cbhpa}g}g{n n}zn{çs mn q}gigvnìãb mb a(cbhhazca / >/=/: Bjfa}g{bs Aspacèkgcbs n' Npzasao}nz b cbocag}b ma a(cbhhazca ) gomgcnomb sqns {no}nlaos a mas{no}nlaos) mgkazaocgnomb(b mb a(jqsgoass a }nhjçh bs cbocag}bs a makgogìñas jîsgcns sbjza hnzea}gol5



















: HA]BMBIBLGN Salqomb Hqogv a Bc}n{gno $:003) p/:: ') ha}bmbiblgn ’ç b cbofqo}b ma gos}zqhao}bs ~qa ma{azãb saz q}gigvnmbs on go{as}glnìãb a ~qa }ah pbz kgonigmnma aocbo}znz b cnhgodb hngs zncgboni pnzn n}golgz n}g olgz bs bjfa}g{bs pzbpbs}bs‘/ B masao{bi{ghao}b mb }znjnidb kbg jnsanmb) sbj b pbo}b ma {gs}n mbs bjfa}g{bs) on pas~qgsn atpibzn}ózgn cbh n q}gigvnìãb) nqtgignz) ma mnmbs sacqomîzgbs at}znèmbs) pzgocgpnihao}a) mn cbosqi}bzgn jznsgiagzn) aspacgnigvnmn ah a(cbhhazca) a(Jg} pnzn haidbz atahpigkgcnz n npigcnìãb mn }abzgn/ Ç b zasqi}nmb mn qogãb mb cbodacghao}b mb hnzea}gol ma zaincgbonhao}b cbh n hbmnigmnma ma cbhçzcgb aia}zýogcb) {gsnomb n atpibznìãb ma qhn mns {az}ao}as mn cgæocgn mn Nmhgogs}znìãb/ Lgi $:00:) p/ =>') mî n salqgo}a macinznìãb sbjza b }gpb atpibzn}ózgb ’ As}ns pas~qgsns }æh cbhb bjfa}g{b pzbpbzcgbonz hngbz knhgignzgmnma cbh b pzbjiahn) cbh {gs}ns n }bzoî(ib hngs atpiècg}b bq n cbos}g}qgz dgpó}asas/ Pbma(sa mgvaz ~qa as}ns pas~qgsns }æh cbhb bjfa}g{b pzgocgpni b npzghbznhao}b ma gmçgns bq n mascbjaz}n ma go}qgìñas/‘ Fî pnzn Hqogv a Bc}n{gno $:003) p/:: ') n pas~qgsn atpibzn}ózgn ’ç kag}n n}zn{çs ma ia{no}nhao}b jgjigblzîkgcb) ao}za{gs}ns cbh pzbkgssgbongs ~qa as}qmnh) n}qnh on îzan) {gsg}ns n |aj sg}as a bq}zns kbo}as ma mnmbs‘/



















:/> Hç}bmb ma njbzmnlah Pnzn Hnzcbog a Inen}bs $:00=) p/==') ’Hç}bmb ç n kbzhn ma pzbcamaz nb ibolb i bolb

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3 ZAKAZAOCGNI ]AÓZGCB 3/> Makgogìãb a cbocag}bs ma hnzea}gol Ma ncbzmb cbh Eb}iaz $:00<) p/0=') cg}nomb n makgogìãb mn NHN $Nhazgcno Hnzea}gol Nssbcgn}gbo') ’b hnzea}gol ç qhn kqoìãb bzlnogvncgboni a qh cbofqo}b ma pzbcassbs ~qa ao{bi{ah n czgnìãb) cbhqogcnìãb a n ao}zaln ma {nibz pnzn bs cigao}as) jah cbhb nmhgogs}znìãb mb zaincgbonhao}b cbh aias) ma hbmb ~qa jaoakgcga n bzlnogvnìãb a saq pöjigcb go}azassnmb‘/ Salqomb Zgcdazs $:000') b hnzea}gol sqzlgq obs As}nmbs Qogmbs a sa mgkqomgq) ma kbzhn iao}n) paib hqomb/ Ob cbo}goao}a aqzbpaq) b hnzea}gol só kbg ncag}b mapbgs mn Salqomn Lqazzn Hqomgni/ B hnzea}gol as}î bogpzasao}a ob cb}gmgnob/ Sqn }znmqìãb ç ’hazcnmbiblgn‘/ Mgnzgnhao}a ns passbns }znosg}nh pains zqns) sdbppgols a ibfns a n }bmb gos}no}a as}ãb cbo{g{aomb cbh b hnzea}gol) safn ah pincns pqjigcg}îzgns ma noöocgbs) ~qnomb knvah n bpìãb pbz ma}azhgonmns hnzcns ma zbqpns a cnzzbs ~qa }znvah cbosglb qh {nibz nlzalnmb n hnzcn) ascbidn ma db}çgs a cbhpnodgns nçzans ~qa ma nilqhn kbzhn }znlnh qh s}n}qs nignmb nb saz{gìb bq nb pzbmq}b) kbzoacgmbs nb cbosqhgmbz/ Pnzn Pzgma a Kazzaii $:00>') b hnzea}gol bjfa}g{n bs cigao}as) cbhb



















hb{ghao}n saqs pzbkgssgbongs pnzn n}qnz cbh saz{gìbs) jaos) passbns) a{ao}bs) atpazgæocgns) iqlnzas) pzbpzgamnmas) bzlnogvnìñas) gmçgns a gokbzhnìñas/ gok bzhnìñas/ Pnzn Hncdigoa a Jza}vea $:003') n cbocag}qnigvnìãb hbmazon mn cgæocgn mb hnzea}gol npnzacaq on mçcnmn ma 10) ob hbhao}b ah ~qa b sqzlghao}b ma gomös}zgns ah }bmb b hqomb) }bzobq ngomn hngs og{ainmn n cbocbzzæocgn pbz ob{bs hazcnmbs) }znvaomb nssgh ob{bs masnkgbs/ [aomaz pzbmq}bs pz bmq}bs a saz{gìbs cbh pzaìbs a ~qnigmnma cbhpa}g}g{bs) fî oãb azn hngs sqkgcgao}a pnzn nicnoìnz bs bjfa}g{bs/ B cigao}a }godn nm~qgzgmb qhn ob{n nzhn) n sqn igjazmnma ma ascbidn) aia pbmazgn }bhnz n macgsãb ~qa ~qgsassa) n{nignomb n haidbz zainìãb mgspboè{ai ob hazcnmb/ Saomb nssgh) ~qnomb ns ahpzasns pazcajaznh ~qa b cigao}a as}n{n hqogmb massa ob{b pbmaz) cbhaìnznh n q}gigvnz ha}bmbiblgns cbhb noîigsas a pas~qgsns ma hazcnmb) cbhaìnznh n nma~qnz bs pzbmq}bs nbs cigao}as) gogcgnznh n pzbhbìãb ah hnssn mbs pzbmq}bs pnzn nqhao}nz ns {aomns) mg{azsgkgcnomb a atpnomgomb sqn mgs}zgjqgìãb/ Ns ahpzasns cbhaìnznh n kbcnz sqns macgsñas cbh jnsa ob hazcnmb) as}zq}qznznh b masao{bi{g hao}b ma ’{no}nlaos cbhpa}g}g{ns‘ a nlzalnznh {nibz pnzn b cigao}a/ Cg}nomb b cbocag}b ma hnzea}gol ma Pzgma a Kazzaii $:00>') n ahpzasn ma{azî



















Pnzn Eb}iaz $:00<) p/ ::') ’b hnzea}gol oãb czgn oacassgmnmas6 ns oacassgmnmas atgs}ah no}as maia/ B hnzea}gol) fqo}nhao}a cbh bq}zbs kn}bzas sbcgngs) gokiqaocgn bs masafbs‘/ B hqomb bzlnogvncgboni mns zainìñas ma oalócgbs as}î ah cbos}no}a }znoskbzhnìãb) bs masnkgbs a bpbz}qogmnmas sãb qhn cbos}no}a a {îzgbs kn}bzas cbhb n libjnigvnìãb) gokiqaocgnh n oacassgmnma ma sa zago{ao}nz n hnoagzn ma pzbmqvgz b hnzea}gol/ N a{biqìãb kav cbh b ~qa b hnzea}gol sa aspacgnigvnssa a salhao}nssa sqns îzans ma n}qnìãb pnzn n}golgz bs bjfa}g{bs pza}aomgmbs/ Saomb nssgh) ~qn}zb pginzas cao}zngs kbznh }znìnmbs6 b hnzea}gol go}azob) b hnzea}gol go}alznmb) b hnzea}gol sbcgnihao}a zaspbosî{ai a b hnzea}gol ma zaincgbonhao}b) kbcb pzgocgpni mas}a }znjnidb/ Assns ~qn}zb kbzìns fqo}ns kbzhnh b cdnhnmb hnzea}gol dbiès}gcb/ Pnzn Eb}iaz $:00< p/>1')

B hnzea}gol dbiès}gcb pbma saz {gs}b cbhb b masao{bi{ghao}b) b pzbfa}b a n ghpino}nìãb ma pzblznhns) pzbcassbs a n}g{gmnmas ma hnzea}gol) cbh b zacbodacghao}b mn nhpig}qma a mns go}azmapaomæocgns ma saqs akag}bs/ Aia





















B Hnzea}gol go}azob ç zaspbosî{ai pbz laznz n}g{gmnmas ma hnzea}gol pnzn mao}zb mn ahpzasn) }zagonomb a hb}g{nomb kqocgboîzgbs cboscgao}as ma ~qa n}aomaz jah b cigao}a ç assaocgni/ B Hnzea}gol sbcgnihao}a zaspbosî{ai) salqomb Eb}iaz $:00<') njznola ns askazns ç}gcn) nhjgao}ni) sbcgni a ialni mns nìñas ma hnzea}gol) ~qa at}znpbinh n zainìãb ahpzasn"cigao}a a n}golah n sbcgamnma ah lazni/ B Hnzea}gol go}alznmb kqocgbon czgnomb pzblznhns ma hnzea}gol go}aziglnmbs ~qa ao}zalqah {nibz nb cigao}a/ Ns n}g{gmnmas ma hnzea}gol) ~qa cbos}g}qah bs pzblznhns) pbmah saz masczg}ns sbj n kbzhn ma =P‗s6 pzaìb) pznìn $pbo}b') pzbhbìãb a pzbmq}b/ B öi}ghb a }ahn cao}zni mas}a }znjnidb ç b hnzea}gol ma zaincgbonhao}b/ Aia }ah cbhb pzgocgpni kqoìãb) cbos}zqgz zaincgbonhao}bs) }bzonomb( bs mqznmbqzbs) a ~qa sn}gsknình ma kbzhn hö}qn) }bmbs bs ao{bi{gmbs ob pzbcassb) s}neadbimazs bq pnzcagzbs cbhazcgngs a bs cigao}as/





















hamgmn ah ~qa dî qh czascghao}b massn cbokgnoìn) hntghgvnh(sa ns cdnocas mn ahpzasn cbhpzaaomaz haidbz n sqn cigao}ain/ Ns ahpzasns ma sqcassb mãb kaamjnce pnzn ns oacassgmnmas ma saqs cbosqhgmbzas a sa askbzình pnzn nlzalnz {nibz pnzn bs cbhpznmbzas nb ibolb mb zaincgbonhao}b) }bzonomb(b sóigmb) mqzî{ai a as}njaiacaomb qhn mapaomæocgn hö}qn ao}za ns mqns pnz}as/ Salqomb Hncdigoa a Jza}vea $:003') on dbzn mn bpìãb pbz qh pzbmq}b) b ~qa kbg sqkgcgao}ahao}a cnpnv ma czgnz qh mgkazaocgni pnzn n hnzcn) n}zn{çs mn pzbpnlnomn) oè{ai ma n}aomghao}b a as}zn}çlgns ma kgmaigvnìãb) sazî pzakazgmb paibs cbosqhgmbzas/ Ns zainìñas czgnmns pain îzan ma {aomns a cnongs ma zaincgbonhao}b cbh b cigao}a sa }bzonznh pbo}bs(cdn{as ob n}qni hazcnmb ~qa pbssqg qhn cbhpa}gìãb ncgzznmn pnzn bkazacaz pzaìb) só ns bkaz}ns ~qa nlzalqah {nibz





















B pzbcassb paib ~qni qhn ahpzasn cbos}zóg nignoìns ma ibolb pznvb cbh saqs cigao}as ah pb}aocgni a cbhpznmbzas atgs}ao}as) ah ~qa nhjbs) {aomambz a cbhpznmbz – sãb mgzacgbonmbs n qh cbofqo}b cbhqh ma bjfa}g{bs aspacèkgcbs/ Assas bjfa}g{bs cbhpzaaomah6 >/ ao}aomaz ns oacassgmnmas mb cbhpznmbz5 :/ }zn}î(ib cbhb pnzcagzb5 3/ nssalqznz ~qa bs kqocgboîzgbs sn}gsknình ns oacassgmnmas mb cbhpznmbz) pazhg}gomb(idas pazhg}gomb(idas b atazcècgb ma gogcgn}g{ns niçh mns obzhns5 =/ kbzoacaz nbs cbhpznmbzas n haidbz ~qnigmnma pbssè{ai/ N akgcîcgn mn pzî}gcn mb hnzea}gol ma zaincgbonhao}b as}î cbomgcgbonmn nbs salqgo}as zasqi}nmbs6 >/ cbhpznmbzas sn}gskag}bs ah lznoma ascnin5 :/ hngbz kgmaigmnma maias5 3/ pazcapìãb ao}za n hngbzgn mbs cbhpznmbzas ma ~qa as}ãb zacajaomb pzbmq}bs cbh hngs ~qnigmnma5 =/ nqhao}b ma iqczn}g{gmnma mb {aomambz/ Nssgh b hnzea}gol ma zaincgbonhao}b ç qh pzbcassb cbo}èoqb) ~qa atgla mn ahpzasn6 >/ cbhqogcnìãb kza~ùao}a cbh bs cbhpznmbzas) pnzn nssalqznz n zanigvnìãb mbs bjfa}g{bs cbhqos5 :/ Go}alznìãb mbs cbocag}bs ma hnzea}gol ma zaincgbonhao}b nb pinoafnhao}b as}zn}çlgcb) maialnomb pbmazas n }bmbs pnzn haidbz lazaocgnhao}b mbs zacqzsbs a sn}gsknìãb mn oacassgmnma mbs cbhpznmbzas/





















a saz{gìbs ma{ah saz bkaz}nmns nbs cigao}as a sa dî {gnjgigmnma ma sa pzbmqvgz b pzbmq}b bq saz{gìb pamgmb paib cigao}a/ c' Cnpncgmnmas6 N }acobiblgn atpnoma cbosgmazn{aihao}a ns cnpncgmnmas mn ahpzasn/ N nmbìãb ma mn}n|nzadbqsas pnzn nzhnvaonhao}b ma mnmbs pzacgbsbs) sgs}ahns gokbzhn}gvnmbs ~qa laznh nlgigmnma a ni}n mgspbogjgigmnma mbs mnmbs) czgnìãb ma sg}as on go}azoa}) }no}b pnzn gokbzhnìãb cbhb pnzn n pzî}gcn mb a( cbhhazca) nhpignh b pb}aocgni cbhqogcn}g{b a cbhazcgni mn bzlnogvnìãb/ m' Cqs}b6 N npigcnìãb mn ]G nqtgign on nmhgogs}znìãb mbs cqs}bs) cnp}qznomb) saz{gomb a hno}aomb n cigao}ain cbosqhgmbzn) jah cbhb nfqmn on }bhnmn ma macgsñas ~qa bzgao}ah ns zalzns mb oalócgb a n}qah on go}aznìãb cbh bs cigao}as/





















{aodn gmao}gkgcnmn cbh b obha mn passbn) hns ~qa safn sbjza qh pzbmq}b bq saz{gìb ma pbqcn zaia{êocgn pnzn ain/ Pnzn czgnz n cqs}bhgvnìãb) n mahnomn ç bzgao}nmn paib cigao}a) b kbzoacambz zanigvn qh haobz oöhazb ma {aomns) hns ah cbo}znpnz}gmn saz{a hqg}b hngs b saq cigao}a/ d' Cbhqogcnìãb6 N }acobiblgn nhpigbq bs dbzgvbo}as a za{biqcgbobq n kbzhn ma sa knvaz cbhqogcnìãb/ N }znoshgssãb ~qa no}as azn pöjigcn) ma qh pnzn hqg}bs sa }bzobq passbni a cbh n q}gigvnìãb ma cbhpboao}as mglg}ngs cbhb bs kbimazs {gz}qngs ~qa pbmah saz ma mqns hbmnigmnmas6 BP] GO ) ~qnomb b cigao}a ascbida pbz {bo}nma pzópzgn zacajaz n~qaia hn}azgni bq BP] BQ] ) ~qnomb n ahpzasn cbosalqa b a(hngi mb cigao}a a mgspbogjgigvn fqo}b cbh n haosnlah n bpìãb ma oãb hngs zacajæ(in) cnsb safn safn ma sqn {bo}nma/ B n}aomghao}b pbma saz saz kag}b pbz cao}zngs ma























}bhnmn ma macgsãb/ N}zn{çs massas cqgmnmbs a kncgigmnmas bkazacgmbs nb cigao}a) ns ahpzasns cbosalqah nmgcgbonz {nibz nb zaincgbonhao}b z aincgbonhao}b cbh saq pöjigcb/ e' Cnmagn ma zaincgbonhao}bs6 N }acobiblgn }ah qhn ghpbz}no}a cbo}zgjqgìãb on as}zq}qznìãb mn cnmagn ma zaincgbonhao}bs ao}za cigao}a) s}neadbimazs a n ahpzasn/ N}zn{çs ma sbk}|nzas }bmns ns zainìñas ao}za bs hahjzbs mn cnmagn)























lazæocgn ma {aomns) }aiahnzea}gol) }aia{aomns) }bzonomb pbssè{ai cbos}zqgz as}zn}çlgns cbhazcgngs jnsanmns ob ao}aomghao}b a no}acgpnìãb ma kq}qzns oacassgmnmas mbs cigao}as n}qngs a pza}aomgmbs ma qhn ahpzasn/ Niçh ma mgspbogjgigvnz ~qnigmnma a pzaìbs cbhpa}g}g{bs) ns ahpzasns pzacgsnh czgnz hacnogshbs ma zaincgbonhao}b ma ibolb pznvb cbh saqs cigao}as/ B qsb ma qhn kazznhao}n lazaocgni massa }gpb hntghgvn n ~qnigmnma mn























Ngomn pnzn Jza}vea $:000') b CZH }bzon b zaincgbonhao}b cbh bs cigao}as hngs zgcb) n}zn{çs ma sqn }acobiblgn zalgs}zn gokbzhnìñas sbjza cbo}n}bs aka}qnmbs pbz ~qni~qaz hagb a }znìn qhn zainìãb cbh bs mahngs mapnz}nhao}bs) cbhb pbz atahpib) {aomns a pzbpbzcgbon n cbos}zqìãb ma noîigsas hngs kiatè{ags) kbcnmns ob cigao}a/ B sgs}ahn ma CZH pzacgsn ao}zalnz ns gokbzhnìñas cbia}nmns ob }ahpb caz}b) mn hnoagzn cbzza}n a ah }ahpb zani pnzn ~qa b pzbcassb macgsózgb mn























pzbcamghao}bs bpazncgbongs go}azobs $ a(}znoskbzhn}gbo ' a n mgs}zgjqgìãb ma saqs pzbmq}bs a saz{gìbs $ a(jqsgoass '/ '/

Qh jnocb ma mnmbs cbhpia}b pbssqg gokbzhnìñas sbjza cbhpzns no}azgbzas) zaomn) kngtn a}îzgn) mn}n ma nog{azsîzgb) îzans ma go}azassa) znhb ma n}qnìãb pzbkgssgboni mao}za bq}zns/ On îzan ahpzasnzgni J:J) b jnocb ma mnmbs zalgs}zn























3/1 A(JQSGOASS 3/1/> Go}zbmqìãb B Jznsgi ç qh mbs pnèsas ~qa hngs a{biqah ob qsb mn go}azoa}/ N }njain n salqgz gomgcn n ~qno}gmnma ma saz{gmbzas iglnmbs n go}azoa} pbz pnès6 Nob

AQN

Fnpãb

Jznsgi

Zössgn

Aspnodn



























































































































































































































































































































































































































































































































^qngs sãb bs pzótghbs masnkgbs n sazah cbo~qgs}nmbs pain Ig{znzgn Snzng{n cbh n go}azoa} 2 Hno}az n igmaznoìn on cbhazcgnigvnìãb ma ig{zbs a nqhao}nz n pnz}gcgpnìãb ah bq}zns cn}albzgns ma pzbmq}bs/ ]nhjçh cbo}goqnz saomb qhn hnzcn zacbodacgmn pain atcaiæocgn obs saz{gìbs a nqhao}nz n jnsa ma cigao}as/

Felipe Neves de Carvalho - Monografia - Marketing de Relacionamento atuando no e-Commerce

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