Marketing de serviços : agências funerárias
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2017
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Esta dissertação tem como objetivo estudar a temática do Marketing de Serviços no setor das Agências Funerárias em Portugal, uma área até ao momento pouco estudada e que tem uma linha de crescimento de negócio contínua, dada a elevada taxa de envelhecimento da população portuguesa.
Este estudo exploratório teve como objetivos iniciais: (i) aclarar o funcionamento deste tipo de serviços em Portugal, uma vez que o beneficiário do serviço não está vivo e são os familiares, amigos ou instituições que tratam destas questões, (ii) apresentar o modelo de negócio da atividade das Agências Funerárias, dado que existem muitos intervenientes, (iii) identificar estratégias de Marketing na criação de valor através da oferta de produtos e serviços.
Neste trabalho de investigação, foi efetuada revisão de literatura, análise de conteúdo web, consulta de dados estatísticos e financeiros, com o objetivo de recolher informação sobre o negócio das Agências Funerárias, numa primeira fase. Na segunda fase do estudo, foram realizadas três entrevistas de caráter semiestruturado, acompanhadas por um guião, a entidades representativas do setor em Portugal.
Os resultados do estudo permitem aclarar o setor, listar os serviços mais solicitados no âmbito de um funeral e perceber que tipos de estratégias de Marketing têm sido realizadas até ao momento nas empresas do setor.
This dissertation aims to study the theme of Service Marketing in the sector of Funeral Agencies in Portugal, an area that has not yet been studied and which has a continuous business growth, given the high aging rate of the Portuguese population. This exploratory study had as its initial objectives: (i) to clarify the operation of this type of services in Portugal, since the beneficiary of the service is not alive and it is the relatives, friends or institutions that deal with these issues, (ii) present the business model of the activity of funeral agencies, since it has many stakeholders (iii) identify Marketing strategies in the creation of value through the offer of products and services. In this research work was literature review, web content analysis, statistical and financial data collection, with the objective of collecting information about the business of the Funeral Agencies, in a first phase. In the second phase of the study, three semi structured interviews were conducted, accompanied by a script, to entities representative of the sector in Portugal. The results of the study allow to clarify the sector, list the most requested services in the scope of a funeral and to realize what type of Marketing strategy has been carried out so far by the companies in this sector.
This dissertation aims to study the theme of Service Marketing in the sector of Funeral Agencies in Portugal, an area that has not yet been studied and which has a continuous business growth, given the high aging rate of the Portuguese population. This exploratory study had as its initial objectives: (i) to clarify the operation of this type of services in Portugal, since the beneficiary of the service is not alive and it is the relatives, friends or institutions that deal with these issues, (ii) present the business model of the activity of funeral agencies, since it has many stakeholders (iii) identify Marketing strategies in the creation of value through the offer of products and services. In this research work was literature review, web content analysis, statistical and financial data collection, with the objective of collecting information about the business of the Funeral Agencies, in a first phase. In the second phase of the study, three semi structured interviews were conducted, accompanied by a script, to entities representative of the sector in Portugal. The results of the study allow to clarify the sector, list the most requested services in the scope of a funeral and to realize what type of Marketing strategy has been carried out so far by the companies in this sector.
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Orientação: Paula Bessa Rosa Luís Lopes
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MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, COMMUNICATION, MARKETING DE SERVIÇOS, SERVICES MARKETING, AGÊNCIAS FUNERÁRIAS, FUNERAL HOME