Marketing de relacionamento e segmentação estratégica na Caixa Econômica Federal

Abstract

This study presents an analysis on the implementation of clients segmentation and relationship marketing at the CAIXA, as strategy of competition with the main rival banks. Nowadays, the companies must be prepared to confront a competitive environment, so a study was done considering basic relationship marketing concepts, client segmentation and competitiveness and also its application on the implementation at CAIXA. The data was obtained from a research of national magnitude by the Canadian Consulting Company BCG, which, with the analyzed data, presented to CAIXA a client segmentation model, object of this study. The obtained result was a confirmation of the hypothesis that to improve your profit and positioning of CAIXA, towards its main rivals, the best strategy is the client segmentation and the corresponding relationship marketing.