Economia comportamental e relacionamento empresa-cliente.

Abstract

The aim of this research was to understand how customer behavior and decision making of organizations influence the company-client relationship, through the study of Behavioral Economics and customer relationship management. The theories of behavioral economists have gained great prominence in the last decade, through analyses that relate psychological research and economic science with a focus on decision making. On the other hand, the theories focused on relationship marketing already have a consolidated space in companies, through the practical application of customer relationship management (CRM). Through an exploratory bibliographic search, concepts of relevant theorists on the subject were approached in search of a method that could present greater potential for a long-term customer loyalty. Therefore, a connection was established between the theories of CRM and Behavioral Economics, making clear the importance of a balance between both. Each with their contributions, present qualities that can ensure a more assertive decision making, leveraging strategies that are capable of ensuring long-term customer loyalty, as well as the sustainability and growth of the company.