A importância do marketing de relacionamento para uma empresa de pequeno porte

Abstract

Considering the possible changes in the market, where the competition becoming fierce and customers are increasingly demanding, it very important to the companys seeking to meet the needs and build lasting relationships with their customers, and therefore generate more profits. The relationship marketing is an essential technique to achieve this goal through the application of its concepts the company can be prepare for these changes with your customers and build a relationship of fidelity. The aim of this study was to investigate the importance of relationship marketing for a small business. The study used a literature search of the key concepts of marketing, its evolution - moving from mass sale to meet, individually, with customer relationship marketing, and some tools, such as database and CRM (Costumer Relationship Management), which help companies to better understand their customers. For data collection were used to questionnaires with customers to ascertain their perception of the interaction with the company, as well as interviews with some members of the COM FRUTAS Company to know their understanding about the importance of a good relationship. The study examined the quantitative analyse - on customers - and qualitative analyse - members of the company. After this their answers were confronted for to understand the perspective of both and check if they were converging or diverging about yours informations. It was found that even with a good relationship between the company and its customers, there are some points that interaction that are not perceived by it and need improvement, so that we can create a lasting relationship between them.