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.
