Estratégias de marketing de relacionamento: fidelização de clientes para uma loja de produtos naturais e suplementos

Abstract

This research aims to evaluate the relationship marketing strategies adopted by Divina Terra Chapecó for customer loyalty and to propose improvements. The specific objectives are: to verify the current relationship marketing practices at divina terra chapecó; to identify customers' perceptions regarding the relationship marketing adopted by the store; to recognize the critical points of the company's relationship marketing; and to propose improvements for the store's relationship marketing strategies. Based on concepts of relationship marketing, customer loyalty, and tools such as CRM (customer relationship management) and social media, the research combines qualitative and quantitative methods, being characterized as a case study with exploratory and descriptive objectives. Data collection was performed through a questionnaire applied to a sample of 95 customers, a semi-structured interview with the managers, and observation. The data from the questionnaire were analyzed using descriptive statistics, with formulas and charts generated in Microsoft Excel and the PSPP Software. The interview was analyzed through content analysis. The results indicated strengths and weaknesses in the company's relationship marketing practices, highlighting the need for greater personalization in customer service, expanded strategic use of digital tools, and strengthening of loyalty actions. Based on this information, improvements were proposed to enhance customer relationships and boost the store's growth.