MARKETING DE RELACIONAMENTO: FERRAMENTA EFICAZ NA FIDELIZAÇAO DE CLIENTES EM UMA BOUTIQUE ESPECIALIZADA EM ROUPAS E CALÇADOS DE MARCAS POPULARES

Abstract

Loyal customers are diverse strategies of relationship marketing and could not be different for the company involved in this monograph, a boutique specializing in clothing and shoes from popular brands, which is always looking to build customer loyalty, therefore, this study seeks answers the following question: What Relationship Marketing strategies contribute effectively to customer loyalty in the company studied? The overall objective of this study was to show up and analyze the main strategies for Relationship Marketing Customer Loyalty delimited and specific objectives in these strategies to emphasize the loyalty of customers through literature searches and surveys with customers of the boutique focus of this study, which Relationship Marketing strategies are more important and capable of loyalty through. This study was conducted literature searches and field research, being used as a technical procedure, an interview through structured questionnaire which was given to customers. The justification of this monograph related to the need that the company has to know the opinion of its customers in relation to the strategies of Relationship Marketing, contemplating the need to promote the loyalty of these customers, in order to achieve organizational objectives. It is inferred that the perception of customers about the benefits they receive through a business transaction is more accurate, since these customers have more knowledge and opportunities for diverse shopping experience.