Análise do mercado de adquirência após 10 anos da quebra de exclusividade de bandeiras
Tesis Materias > Ciencias Sociales Universidad Europea del Atlántico > Docencia > Trabajos finales de Máster Cerrado Portugués Este trabalho apresenta resultados de pesquisa de análise das mudanças no mercado de adquirência depois de 10 anos da quebra de exclusividade de bandeiras, tal segmento, antes dominado por duas grandes empresas Redecard e Cielo que atuavam dividindo o setor de meios de pagamentos por cartões de crédito ou débito, que anterior a mudança, operavam cada uma com sua respectiva bandeira de cartão. Discorre sobre mercado, estratégia, competitividade, fidelização de clientes, satisfação do cliente, marketing de relações, marketing de varejo, focando numa real análise do impacto que as empresas sofreram depois de 10 anos das mudanças ocorridas no setor. Constituído dos seguintes objetivos: a) descrever o mercado de adquirência antes e depois da quebra de exclusividade; b) verificar o que melhorou para os empreendedores; c) verificar os benefícios mercadológicos e financeiros para os clientes e também para os novos adquirentes; d) verificar as principais tendências para o setor. A metodologia utilizada neste estudo envolveu pesquisa descritiva e exploratória. Para a coleta de dados utilizou-se um questionário respondido por 21 clientes usuários dos serviços de adquirência no período de agosto a outubro de 2021. Os principais resultados da pesquisa apontam que a maioria dos clientes são microempreendedores como autônomos, profissionais liberais e etc., ou seja, cerca de 43% destes clientes apesar de serem pessoa jurídica e usam os serviços de adquirência, também possuem baixo volume de faturamento com teto máximo de até 50 mil reais por mês. Quando unificamos os dados com os clientes também pessoa jurídica, porém com o perfil PME (pequenas e médias empresas) correspondente a 48% da nossa amostragem, o perfil de faturamento sobe para o limite de 50 até 100 mil reais, ou seja 91% dos entrevistados, todos pessoa jurídica faturam até 100 mil reais o que de fato clusteriza o perfil dos usuários no varejo. Quanto a satisfação, os índices apontam que a as empresas melhoraram seus atendimentos e formas de relacionamento com o cliente, fazendo com que apenas 52,4% não migraram nenhuma vez para outra empresa, ou seja, estão conseguindo fidelizar seus próprios clientes. As mudanças trouxeram benefícios para os clientes, os custos administrativos das maquinetas diminuíram. Evidência positiva de custos tributários mais baixos para novos adquirentes. metadata Monteiro Moreira, Marco Antonio mail marco.brf@hotmail.com (2022) Análise do mercado de adquirência após 10 anos da quebra de exclusividade de bandeiras. Masters thesis, SIN ESPECIFICAR.
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Este trabalho apresenta resultados de pesquisa de análise das mudanças no mercado de adquirência depois de 10 anos da quebra de exclusividade de bandeiras, tal segmento, antes dominado por duas grandes empresas Redecard e Cielo que atuavam dividindo o setor de meios de pagamentos por cartões de crédito ou débito, que anterior a mudança, operavam cada uma com sua respectiva bandeira de cartão. Discorre sobre mercado, estratégia, competitividade, fidelização de clientes, satisfação do cliente, marketing de relações, marketing de varejo, focando numa real análise do impacto que as empresas sofreram depois de 10 anos das mudanças ocorridas no setor. Constituído dos seguintes objetivos: a) descrever o mercado de adquirência antes e depois da quebra de exclusividade; b) verificar o que melhorou para os empreendedores; c) verificar os benefícios mercadológicos e financeiros para os clientes e também para os novos adquirentes; d) verificar as principais tendências para o setor. A metodologia utilizada neste estudo envolveu pesquisa descritiva e exploratória. Para a coleta de dados utilizou-se um questionário respondido por 21 clientes usuários dos serviços de adquirência no período de agosto a outubro de 2021. Os principais resultados da pesquisa apontam que a maioria dos clientes são microempreendedores como autônomos, profissionais liberais e etc., ou seja, cerca de 43% destes clientes apesar de serem pessoa jurídica e usam os serviços de adquirência, também possuem baixo volume de faturamento com teto máximo de até 50 mil reais por mês. Quando unificamos os dados com os clientes também pessoa jurídica, porém com o perfil PME (pequenas e médias empresas) correspondente a 48% da nossa amostragem, o perfil de faturamento sobe para o limite de 50 até 100 mil reais, ou seja 91% dos entrevistados, todos pessoa jurídica faturam até 100 mil reais o que de fato clusteriza o perfil dos usuários no varejo. Quanto a satisfação, os índices apontam que a as empresas melhoraram seus atendimentos e formas de relacionamento com o cliente, fazendo com que apenas 52,4% não migraram nenhuma vez para outra empresa, ou seja, estão conseguindo fidelizar seus próprios clientes. As mudanças trouxeram benefícios para os clientes, os custos administrativos das maquinetas diminuíram. Evidência positiva de custos tributários mais baixos para novos adquirentes.
| Tipo de Documento: | Tesis (Masters) |
|---|---|
| Palabras Clave: | Marketing, Relacionamento, Fidelização, Atendimento Tecnologia, Mudança, Tendências, Varejo, Adquirência, Satisfação do cliente |
| Clasificación temática: | Materias > Ciencias Sociales |
| Divisiones: | Universidad Europea del Atlántico > Docencia > Trabajos finales de Máster |
| Depositado: | 30 Oct 2023 23:30 |
| Ultima Modificación: | 30 Oct 2023 23:30 |
| URI: | https://repositorio.uneatlantico.es/id/eprint/1296 |
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