Sistemas de informação de clientes e marketing de relacionamento para obtenção de vantagem competitiva em bancos comerciais

Abstract

This paper is about the use of Information Systems, Relantionship Marketing and Database Marketing in Commercial Banks, in order to help managers to maker decisions and planning. The research was conducted wíth 273 managers of 30 banks, private and public, that are located in Belo Horizonte metropolitan area, from november 1995 until may 1996.These managers ideas about variables that most affect the banks customers are reported, making possible comparisons between Relationship Marketing and Transactional Marketing. Managers related the most relevant actions that either they or the bank can do, in order to get new customers and to increase profits with the customers that they have at the moment. Information about how these banks deal with Relationship Marketing and Information Systems is supplied, giving emphasis in the subject of Information Systems,developed to manage customers and marketing.