ESTUDO DE CASO EM UMA EMPRESA DE COMÉRCIO VAREJISTA DE ITUIUTABA – MG

Abstract

The featured research, limited to the area of management, is about relationship marketing in a company of the retail trade in Ituiutaba – MG, Brazil. The main objective was studying about relationship marketing, concerning the prospection and loyalty of customers. For this purpose, the following issue was developed: What are the relationship marketing strategies used by managers of a retail organization in Ituiutaba - MG to prospect and build customer loyalty? For the development of this research, a theoretical research was developed, based on Kotler (2000), Kotler and Armstrong (2003), Kotler and Keller (2012), Zenone (2017), Madruga (2006), Peppers and Rogers (2001), Las Casas (2000, 2003), Parente (2000), Vavra (1993), Zeithaml and Bitner (2006), Lewis and Bridges (2004), Almeida (2001) and Bogmann (2002). A questionnaire of a descriptive nature with a qualitative approach was also prepared, and answered by the manager of the company that is the focus of this study. The results indicated that the tool used by the company to prospect and build customer loyalty is Customer Relationship Management (CRM), aimed at obtaining greater competitive advantage and profitability.