THE ACTIVE TELEMARKETING IN THE PERSPECTIVE OF CONSUMERS <BR> DOI: 10.5585/remark.v8i2.2135

Abstract

The importance of call centers as a way of marketing communication and its expansion in the market led to the need to investigate the telemarketing under the light of the consumers’ perception. Therefore, this study aimed at identifying the Florianópolis’ consumers perceptions towards the telemarketing communication services. It was used as the theoretical reference approaches related to direct marketing and characteristics and properties of the active telemarketing. The research was exploratory, quantitative and in a survey model. The sample consisted on 400 people who live in Florianópolis, and the instrument used was the questionnaire. We used the procedures of descriptive statistics and content analysis to inference and data analysis. In general, the results showed that respondents do not like this type of approach. The reasons given by them for not liking such approach were not to agree to receive contact with objectives of dissemination, sale or research, lack of interest or need for the product offered, feeling of invasion by this approach, unwillingness to answer phone calls with such intentions, lack of time to address these issues, lack of trust and credibility to make purchases of products and services by telephone, and the perception of danger in this kind of transaction. Management ideas are presented in the conclusions of the article.