Open AccessMonitoring and evaluation of relationship marketing initiatives in service companies: proposition of a multicriteria model for selecting indicators and metrics
Author(s) -
Cristiana Valente Meneses,
Maria Fatima Ludovico de Almeida
Publication year - 2021
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1826/1/012019
Subject(s) - conceptual model , service (business) , context (archaeology) , business , proposition , marketing , empirical research , field (mathematics) , set (abstract data type) , marketing management , process management , performance indicator , marketing research , knowledge management , computer science , management science , engineering , mathematics , geography , philosophy , epistemology , statistics , archaeology , database , pure mathematics , programming language
With an attempting to fill the research gap concerning common metrics for advancing research in the field of relationship marketing, this paper aims to propose a conceptual model for monitoring and evaluating relationship marketing initiatives carried out by service companies, with the support of a hybrid multicriteria decision-making method. To demonstrate the applicability of this conceptual model in the context of a service company in Brazil, an empirical study focusing on a relationship marketing initiative of Light SESA was developed during the applied phase of the research. As main results, we can highlight the tool for selecting and hierarchizing indicators and respective metrics; and a consistent set of indicators, aiming at the continuous improvement of RM initiatives in service companies.