Marketing de relacionamento como ferramenta de satisfação e fidelização dos clientes: uma análise do Millenium BIM (2018-2019)

Abstract

This research, entitled "Relationship Marketing as a Customer Satisfaction and Loyalty Tool: An Analysis of Millennium BIM (2018-2019)" addresses the contribution of Relationship Marketing to customer loyalty and satisfaction at Millennium BIM. The general objective of this work was to analyze the role of Relationship Marketing in customer satisfaction and loyalty at Millennium BIM, with the following specific objectives: to identify the strategies used by Millennium BIM to win and maintain customers; to describe the importance that Relationship Marketing has on customers in relation to the services provided by Millennium BIM and to verify the impact of the actions undertaken by Millennium BIM to retain customers. As for the research methodology, the approach is mixed (quantitative approach, qualitative approach), which is justified by the type of information we want to collect, as for the procedure, we used a case study, using techniques such as interviews, questionnaires, to investigate the reality of a certain group, in addition to bibliographical and/or documentary research, data is collected from people, using different types of research, as for the objectives, the research is descriptive, as it aims to describe the particularities of a certain population or phenomenon, or to establish relationships between variables. From the results obtained, we conclude that MBIM applies relationship marketing in a way that involves the whole company, thus consequently retaining and retaining customers, positively influencing customer satisfaction, which contributes to customer loyalty.