Marketing de relacionamento e fidelização de clientes no comércio varejista, em Alegrete - RS.

Abstract

The marketing Relationship Is directly linked to customer loyalty strategies, it seeks a long-term relationship between company and its customers through the commitment to deliver perceived value. So consumers feel close as part of the company decisions and conditioned to perform new purchases. Thus, the study was developed with retail customers in Alegrete - RS, in order to identify key attributes marketing relationship and their relevance to maintenance customers as shoppers in these stores.used the exploratory and descriptive approach method. In the first step, qualitative, it was applied the technique of the critical incident. It is generated by the reports of positive and negative experiences of the interviewee. List those similar incidents and groups in loyalty items. In the second stage, quantitative, was applied structured questionnaire prepared with the attributes previously raised, for a sample of 407 customers, by simple random sampling, taking into account the sampling calculation sampling error of 5% and confidence interval of 95%. It was concluded that the main attribute for customer loyalty in retail trade in Alegrete-RS is the service to consumers. Both the qualitative part of the research, as the quantitative, the loyalty of items that stood out were related to need of care. Items such as Delivery, sympathy and attention were highlighted in the research. There was positive correlation between age and income of respondents in relation to preference for technology items, such as store site, e-commerce and applications. That is the younger and higher income, the more likely to prefer these items. It is necessary that the retail trade in Alegrete - RS, modernizes, use new technologies and seek creative alternatives to supply the loyalty items highlighted in this research.