O papel do marketing de relacionamento no processo de fidelização de clientes − estudo de caso: Vodacom Moҫambique, Sa. (2021 - 2022).

Abstract

The present study addressed “the role of relationship marketing in the customer loyalty process at Vodacom Mozambique, SA, during the period of (2021 to 2022)". Thus, its overall objective was to analyze the role of relationship marketing in the customer loyalty process. Using a qualitative approach, the study included a literature review on relationship marketing and customer loyalty. Interviews with customers were conducted to understand their experiences regarding the company's strategies. This research was chosen due to the exploratory and descriptive goals, utilizing secondary sources such as reports, documents, and available information about Vodacom Mozambique to comprehend and describe the company's practices and customer perceptions. In the case study, the relationship marketing strategies implemented by the company during the specified period were examined. Among the analyzed strategies, there was a focus on personalized service, loyalty programs, effective communication, and exclusive benefits programs to enhance the customer experience. The research results indicate that the relationship marketing strategies adopted by Vodacom Mozambique, SA, had positive impacts on customer loyalty. There was an increase in customer retention, a decrease in churn rate, and growth in recommendation rates, indicating customer satisfaction and loyalty to the company. However, some limitations in the relationship marketing strategies were also identified, such as the need for continuous improvement in complaint management and customer satisfaction monitoring. It was concluded that relationship marketing plays a crucial role in customer loyalty, emphasizing the importance of more comprehensive and personalized strategies to establish lasting connections with customers