Avaliação do marketing na LC Madeiras: um estudo de caso da empresa LC Comércio de Madeiras

Abstract

Abstract

This study addresses an evaluation of the marketing function in the context of the L. C. Comércio de Madeira business, aiming to understand the satisfaction and perception of the consumer, as well as the manager, employees, and suppliers, in relation to the value offered by the company both in terms of service and products. The method used was descriptive research of a quantitative and qualitative nature, with the application of a structured interview with the owner of the timber company, in order to obtain an overview of the marketing actions focused on the service and delivery of products, as well as a questionnaire with closed questions, to customers, in order to detect their level of satisfaction in relation to the value received through the service and products offered by the company, and a questionnaire with closed questions for both employees and suppliers to obtain an assessment of their perception as the organization of routines for excellent customer service. From the results, it can be concluded that the marketing function is well used by the object institution, being satisfactory in the eyes of customers, employees, managers, and suppliers. However, special attention should be given to the variable internal communication practiced by employees with customers. The study demonstrates which other improvements must be implemented to improve the organization in its context.