| dc.description.abstract | Taking into account the current scenarios, the new consumer profiles and the increasingly accelerated technological developments, virtual social networks have
played a key role as a marketing tool to generate customer value. The present study
was developed to analyze the role virtual social networks play in customer-value
generation process within the machinery and equipment industry; thereby deepening
knowledge of how they contribute in generation customer value. In addition, it brings
a study about what tools such companies use for their presence, identifying and
describing how they evaluate the results of their actions in virtual social networks.
Finally, the present study identifies gaps and opportunities in order to improve the
use of this tool for creating customer value. This dissertation is a study in multiple
cases, within the machinery and equipment industry and the data collection was
carried out through semi-structured interviews, direct observation and documented
research. ThyssenKrupp Elevators, Marcopolo and Stemac were the units of
analysis. From the theoretical review, the data analysis was developed and a final
report was devised. Companies use different methodologies and resources for the
management of virtual social networks. In the three units, key factors, such as
service quality, safety and image were perceived, in addition to the response
capacity, which impacts on quality and customer satisfaction. In all cases, the
customer’s favorable dependability and beliefs, are regarded as competitive
advantages and approached with relevance. It was observed that virtual social
networks are a new strategic model for marketing organizations, with great potential
to create value. Nevertheless, they need to undergo a cultural transformation, rethink
their guidelines and technological structures, and operational processes. | pt_BR |
