Estratégias de fidelização de clientes no varejo de alimentos: um estudo sobre a influência do atendimento e da experiência de compra

Abstract

In the competitive food retail market, customer loyalty has become one of the main challenges faced by companies. In this context, personalized service strategies and

pleasant and memorable shopping experiences play a crucial role in building long- lasting relationships with consumers. Efficient, empathetic and agile service, combined

with a welcoming and organized environment, contribute significantly to the customer's perception of value in relation to the brand. Elements such as the ambiance of the space, ease of navigation in the store, loyalty programs and employee training are aspects that directly impact consumer satisfaction and, consequently, their decision to return to the store. This study aims to analyze the influence of service strategies and shopping experience on customer loyalty in food retail, identifying good practices and their impact on consumer retention. The methodology used is a bibliographic review, which allowed gathering and interpreting theoretical contributions on the subject. It is concluded that, by investing in quality service and providing a positive shopping experience, food retail establishments significantly increase their chances of retaining customers, strengthening the brand and ensuring a competitive advantage in the market.