Marketing de relacionamento: como reter e fidelizar clientes

Abstract

The general objective of this work is to carry out bibliographical research and collect data from quantitative research within the university on Relationship Marketing and how it is possible to retain and build customer loyalty in the midst of a disruptive market scenario. The specific objectives of this work are to carry out a study focusing on the concepts and definitions of Marketing, Relationship Marketing and objectives, Customer Satisfaction, CRM (Customer Relationship Management), Strategies to retain and build customer loyalty and Quantitative Research, seeking to expand the vision based on the main points involving the retention and loyalty process. In this work, quantitative research was carried out with Administration course students, in which satisfactory results were obtained, proving the importance of relationship marketing for organizations.