Estratégias de formação de preço empregadas por empresas prestadoras de serviços de call center

Abstract

Call centers are environments that focus primarily on information, technology and service provision in the telecommunications area. This study aimed to identify the pricing strategies adopted by call centers located in the city of Uberlândia-MG. A field research was adopted through the application of semi-structured interviews with call center employees located in the chosen region. They were asked about the pricing process, the influence of competitors, costs and customers on price. The main results corroborate that costs, competition and customers are analyzed in pricing, with costs being considered the most important element. It was also found that importance is given to pricing as there is an area responsible for reviewing and approving pricing decisions with the involvement of the board. The research is justified by the representativeness of the call center, which is one of the largest formal employers in Brazil, besides generating contributions to academics and researchers, showing whether the variables considered in call center pricing are different or not from other types of activities, directing the development of new research