FIDELIZAÇÃO DE CLIENTES: COMO O MARKETING E SUAS VERTENTES PODEM SER APLICADAS NO RELACIONAMENTO ENTRE CONSUMIDORES E ORGANIZAÇÕES

Abstract

The main objective of this article is to reflect on the marketing approach as a strategic resource for positioning a company in the market and to understand its relationship and interfaces in obtaining, maintaining, retaining and recovering customers. To reach the objective, we opted for a literature review on basic concepts and, to achieve it, a survey was carried out on the subject in question. In the current market situation, the formation of a solid customer base is fundamentally necessary with regard to the process of survival, expansion and solidity of a company, considering that new competitors and new demands from customers all arise. days. The choice of this theme arose from the need to understand and know the importance of using relationship marketing in favor of competitive advantage for a company and its survival in an increasingly competitive business world, where the difference in customer service is considerable and potential to add value to the brand. It is understood that the in-depth study of customer loyalty and its aspects is a valuable resource for a company that seeks stabilization and consolidation in the field in which it operates. It is proposed, therefore, togetherwith the didactic contents of Marketing available, the observance of strategies and practices relevant tothe proposed theme. Based on the information collected during the survey, a reflection was carried out on the importance of customer satisfaction and captivation, showing what the main project and planning of an organization should be, from its creation to its solidity, resulting in the addition of valuein what it is about your name and your brand.