RELATIONSHIP MARKETING VERSUS CALL CENTER OPERATION: A COMPARATIVE ANALYSIS OF MOBILE PHONE SERVICE PROVIDERS COMPETING IN THE STATE OF S O PAULO (BR) DOI: 10.5585/remark.v8i1.2129 MARKETING DE RELACIONAMENTO E OPERA O DE CALL CENTER: ANáLISE COMPARADA DO POSICIONAMENTO DE OPERADORAS DE TELEFONIA CELULAR EM S O PAULO DOI: 10.5585/remark.v8i1.2129

Customer interaction strategies based on Relationship Marketing approaches have been adopted more frequently due to the growth of its relevance released by the firms and its knowledge about the market. The acknowledgement of such trend was the fundamental reason to investigate the mobile phone operators and their strategic behaviors and perspectives related to their communicated positioning and relationship practices, operationally conducted by telemarketing units. Then, a platform of comparison has been built taking into consideration brand/business positioning and direct marketing procedures. A conceptual structure related to the organizations was developed considering the bases presented in theoretical foundations, also associated to a critical revision of the recent history of telecommunication in Brazil. In this context, this exploratory nature paper based on qualitative research with managers and professional people working directly with the market, examines the companies comparatively, using the content analysis of the interviews. The investigation offers a comparative evaluation among Call Center operations, positioning, strategies and objectives of the organizations. O presente trabalho aborda o Marketing de Relacionamento, que vem conquistando destaque nas organiza es em raz o do crescente reconhecimento da relevancia do conhecimento dos clientes e de suas necessidades. A partir dessa perspectiva, investigou-se as estratégias de Telemarketing de organiza es de telefonia móvel celular do Estado de S o Paulo, a fim de comparar a orienta o e o posicionamento dessas empresas. O estudo também faz uma avalia o comparativa entre as organiza es, tomando como base a rela o entre Call Center, posicionamento, estratégias e objetivos corporativos. Quanto à metodologia adotada, optou-se por uma pesquisa qualitativa, de caráter exploratório, partindo-se da análise de conteúdo das entrevistas.