Marketing de relacionamento para recuperação de crédito de clientes devedores

Abstract

The present study approaches the usage of relationship marketing as strategic tool to foster indebted customers’ loyalty at the moment of charging. Based on the fact there are marketing actions to attract and retain active costumers’ loyalty, this study analyzes, through the case study of a national bank and a local charging company, which treatments are given to the debtors in order to retain their loyalty. For this study, banking sector was chosen and credit card is the product where charging is made by an outsourced advisor company. The case study and applied research pursued to understand the answer of indebted customers of credit cards to the strategies of credit recovery as well as their reaction after discharging from the debt in terms of leaving the bank, becoming loyal or their preference in case of remaining as clients of the bank. A sample of 200 clients was taken and all of them were phone interviewed. A questionnaire of closed questions was also used based on the Likert scale of five points, binary and multiple choices. It ir possible to assume that the results were just the way as expected and according to the presented literature considering the time of partnership between the companies. Limitations found on this study suggest possible future works based on the detailed analyse of specific targets considering local and cultural differences in Brazil.