O Marketing Relacional Aplicado às Clínicas Veterinárias: Um caso de estudo.

Ana Cristina Sêco, Sandra Filipe, Dora Simões

Abstract


O relacionamento das pessoas com os animais de companhia está em mudança. Passamos de uma relação funcional, em que o animal desempenhava funções de guarda, apoio ao pastoreio ou prevenção de pragas, para uma emocional, em que ele é um membro da família e que contribui para o bem-estar físico e psicológico das pessoas. Urge, pois, que as relações que as clínicas veterinárias têm com os seus clientes se ajuste a esta nova realidade. O marketing relacional deve ser promovido no sentido de estabelecer relações mais duradouras, através de uma maior satisfação dos clientes que potencie a sua lealdade, e criando valor para a organização. No âmbito deste estudo procura-se perceber como se poderia implementar uma estratégia de marketing relacional que vá ao encontro das necessidades dos tutores de animais de companhia. Através da realização de inquéritos por questionário a clientes da clínica veterinária Planeta Animal analisam-se os percursores da satisfação, confiança e lealdade. Os resultados da presente investigação visam sensibilizar os diretores clínicos para a importância do marketing relacional num mercado cada vez mais competitivo. Apontam-se diretrizes de como uma ferramenta de CRM (Customer Relationship Management) transformaria a gestão dos relacionamentos numa vantagem competitiva sustentável para a organização.


Keywords


Clínicas veterinárias, marketing relacional, gestão dos relacionamentos com os clientes (CRM), satisfação, criação de valor.

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