Fidelização de clientes: uma análise do marketing de relacionamento nos restaurantes de Cerro Largo/RS

Abstract

With the advancement of technology in all areas, the competitiveness between companies increases more and more, with this the competition for customers tends to increase. In this sense, customer loyalty is also becoming increasingly difficult, requiring the implementation of strategies for companies to gain prominence in the eyes of consumers. Based on this, the general objective of this research is to analyze the relationship marketing strategies for customer loyalty adopted by restaurant managers in the city of Cerro Largo/RS. This research is classified as exploratory and qualitative, focusing on three restaurants in the central area of Cerro Largo. The restaurants participated in interviews that took place in June 2021 and lasted an average of 20 minutes. The collected data went through the process of analysis and interpretation, and its analysis was carried out by data systematization, which consisted of transferring the transcripts made by the researcher and comparing them with the literature. The results show that of the three restaurants studied, two are managed by women and one by men, and most managers have higher education than high school. As for relationship marketing strategies, it is possible to emphasize that all managers recognize the importance of it in their establishments. In this way, managers are betting on the quality of their products and especially on customer loyalty. It was also observed that the relationship marketing tool most used by managers is internal marketing, which seeks to achieve harmony between employees and the internal part of the company. Thus, it is concluded that service is the main strategy used by restaurants in order to retain customers.