Marketing de relacionamento como estratégia de fidelização e retenção de clientes: estudo de caso de empresas de cosméticos em Oeiras - PI

Abstract

Relationship marketing stands out as an essential strategy for gaining competitive advantage and building lasting bonds with customers. The purpose of this study was to show the degree of importance of the strategy that uses relationship marketing as a tool to attract and keep customers, and to understand whether consumers recognize this practice in cosmetics companies located in the city of Oeiras - Piauí. In methodological terms, the work is characterized as descriptive and exploratory research, being an applied study with a qualitative approach. The method chosen was a case study. Data was collected using a questionnaire sent to consumers via Google Forms, and the information was examined using the content analysis technique. The results show that the main advantage of relationship marketing is customer loyalty, which encourages the active participation of these customers in the growth and evolution of the company. In conclusion, the research found that the relationship strategy has a significant impact on the organization, contributing positively to the development of a harmonious and lasting relationship between the company and its customers, which promotes loyalty.