Marketing de relacionamento e a construção da fidelidade do cliente em uma empresa de panificação

Abstract

This work aimed to analyze relationship marketing and customer loyalty building in a baking company at the Santo Antônio bakery in the municipality of Solânea-PB. As a general objective, this research sought to identify, in the view of consumers, the strategies that a bakery can implement to retain its customers, through a descriptive research, with a quantitative approach. It was used a questionnaire, with 12 (twelve) questions, applied to 180 external clients within a period of 9 (nine) days, that is, from April 27 to May 4 of the current year, for accessibility . An interview was also held with the owner of the bakery to analyze the company's position vis-à-vis consumers and other market competitors. In the conclusions, it was pointed out the marketing contributions of relationship and some strategies that the bakery can adopt to keep its customers satisfied.