Estratégias de marketing e o modelo Servqual: estudo de caso em três startups de Juiz de Fora

Abstract

This study has as main objective to better understand how the startups of the city of Juiz de Fora, Minas Gerais, manage their marketing, specifically addressing the compound marketing and marketing services. For this, the case study of three organizations that fit into the startup model in the city, each one with a specific degree of maturity and with different products, although the three present business to business business models. Data collection was carried out through a semi-structured research script with the managers of three city startups, addressing points related to the traditional marketing mix, considering the "new 4P's" as well as internal characteristics of the organization and its management. The results of the interview were categorized by key points, among them: marketing management, management of the 4P's of modern marketing management, and management of the perceived quality of service (QPS) gaps, resulting in specific analyzes of each company in each category. The final result presents the main points observed regarding the marketing management in the organizations interviewed, as well as the identified gaps that present risks to the perceived quality of the service.