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- Title
MARKETING DE RELACIONAMENTO: PROGRAMAS DE FIDELIDADE COMO FERRAMENTA PARA RETENÇÃO DE CLIENTES.
- Authors
Saturnino Holanda, Shesley Kethelyn; Gomes de Lima, Taísa Maria; do Nascimento, Meirilane; de Moura Sá, Jairon Suel; Terceiro de Albuquerque, Anderson; Aguiar Pimenta, Alcineide; Vasconcelos Marques, Francisco Geilson; Oliveira dos Santos, Francisco das Chagas
- Abstract
The research addressed how marketing strategies have the power to contribute to increasing customer loyalty towards beauty chains in the segment. Considering that the market is saturated with competitors, companies must have as their main characteristic actions that encompass versatility, coherence and dynamism in terms of demarcating their identity in the market and their constant progression with innovative strategies that provide daily factors with a greater reach customers, having the following problem question: What are the most effective customer loyalty strategies that are adopted by tanning space companies in the city of Tianguá? Society, with its increasingly intense routine, seeks practicality in everything that requires time and availability, in this way, it captivates companies to use the brainstorming tool (rain of ideas) so that they are inserted into the final product: place, price, product and promotion (4ps). Companies using this tool consequently achieve the ultimate objective, which is customer loyalty, moving from the search process to the final purchase, customer behavior during the loyalty process and the main relationship marketing strategies. In this context, this research aimed to identify the main customer loyalty strategies adopted by tanning companies in the city of Tianguá. The methodology applied throughout the text was an exploratory field study with a qualitative approach through structured interviews, and data collection was carried out through exploratory sources in books and articles. The main result of this research was the identification of loyalty strategies used by the companies studied, the means of communication used with their customers were observed and it was possible to analyze the strategies that bring a greater return to companies in the tanning industry. Finally, it was considered that through this review, it was realized that each company uses means such as tools and strategies that are different from each other, but with a single objective, creating a lasting relationship and gaining customer loyalty.
- Subjects
CUSTOMER loyalty; SALES promotion; RELATIONSHIP marketing; MARKETING strategy; CONSUMERS
- Publication
Revista Foco (Interdisciplinary Studies Journal), 2024, Vol 17, Issue 3, p1
- ISSN
1981-223X
- Publication type
Article
- DOI
10.54751/revistafoco.v17n3-011