Composto de marketing e fidelização de clientes: um estudo de caso em uma fábrica de panificação localizada em Jacaraú-PB

Abstract

This study aims to understand the influence of marketing mix elements on customer loyalty at a small-scale bakery located in the municipality of Jacaraú, Paraíba. The theoretical framework covers the "4 Ps" of the marketing mix as well as concepts of customer loyalty. The research is qualitative, applied, and descriptive in nature. Data collection was conducted through semi-structured interviews with two managers from the company Bela Massa, located in Jacaraú, Paraíba. Discourse analysis was the chosen analytical technique, with findings organized into eight categories. The results revealed that the four marketing mix elements significantly influence customer loyalty, contributing to satisfaction, relationship strengthening, and the maintenance of business partnerships. It was observed that the integrated adoption of these strategies fosters competitive advantages, enhancing the company's ability to retain customers—particularly long-standing partners. The study concludes that combining product quality, pricing policy, distribution efficiency, and relationship and communication initiatives contributes to greater satisfaction, as well as to 3 the trust and longevity of existing business relationships.