MARKETING DE RELACIONAMENTO: COMO ELE É FUNDAMENTAL PARA A FIDELIZAÇÃO E MANUTENÇÃO DOS CLIENTES DENTRO DAS ORGANIZAÇÕES

Abstract

Relationship marketing comprises a set of tactics and initiatives organized by companies that are designed to consolidate customer loyalty and reinforce the brand. Within this context, relationship marketing includes customer loyalty and retention. Customer loyalty aims to create a credible relationship between the customer and the company, ensuring that the customer is satisfied with the brand. , customer retention refers to a company's ability to sustain its customer base, ensuring that they remain active and loyal, while preventing these customers from seeking alternatives from the competition. The general objective of the work in question is to identify the importance that relationship marketing/loyalty and customer retention has in the organizational context of companies. The work in question was carried out in a qualitative way, through a bibliographical review research, having as theoretical basis articles and works by some prestigious and renowned authors in the field of marketing such as: Philip Kotler 2000) and Las Casas (2009). The results showed that Relationship Marketing is an area of great relevance for the growth and success of a business, whether small or large, regardless of the segment in which it operates. In this sense, it is concluded that the implementation of relationship marketing in companies is of paramount importance in the corporate world.