Marketing de Relacionamento: em busca da fidelização dos clientes da empresa Doggy & Kitty Pet Shop

Abstract

The market environment and its conflicting instabilities require organizations to take actions that make their conviviality more and more conducive, pleasant and advantageous to their clients. The act of becoming a loyal customer to your institution, is transformed in ways that need to be traced to consolidate in the market before a range of concurrent, who offer more and more similar products. This, with the overheating of the Pet branch, the entrepreneurs need to delineate Strategies of Relationship Marketing with emphasis in the processes of loyalty to be firmly in the environment to which they are inserted. In this context it was designed for research, which is a case study, developed in a Pet Shop located in the Northern Zone of Natal, with the objective of seeking a loyalty of its customers. Thus, it presents a qualitative and descriptive aspect. The situational diagnosis pointed to the need to develop actions aimed at effecting customer relationships. As recommendations, it was proposed the implementation of an Information System, as well as the implementation of a loyalty program. With this, it is possible to see greater customer satisfaction.