Marketing de relacionamento: um estudo em pousadas de Marechal Floriano - ES

Abstract

The tourism sector has greatly increased in recent decades, as evidenced by the increase in the relative share in the service sector. The tourism and service sectors have become more competitive, and before this scenario, an element that can be seen as strategic for customer loyalty is relationship marketing, which seeks to implement actions to personalizerelationships with customers. In this work are identified and described the actions of relationship marketing, that guesthouses are using with customers, aiming to cooperate with the owners of the inns checking whether the actions taken are sufficient for them and ways of improving actions leading to growth of activity tourist. The universe of this research isformed by the lodgings of the municipality of Marechal Floriano, whose subjects were their leaders. To obtain data, we opted for intentional non-probabilistic sample, consisting of 03 lodges and being interviewed leaders, getting information about the actions of relationship marketing undertaken. The survey revealed that the main actions of relationship marketing are: the warm; touch with customers by telephone to report events; adoption database and partnerships with neighboring businesses.