Marketing de relacionamento através de uma estratégia digital : um estudo de caso no setor imobiliário residencial aracajuano

Abstract

The relationship marketing is a strategic approach commonly used on organizations that sell products because of their high repurchase potential. Yet, the use of relationship marketing approach has gain space in the literature. The present study has as an objective to identify the impacts of using a digital marketing strategy to build the consumer relationship on a real state agency specialized on selling new residential homes. Therefore, it was used a methodological approach based on a qualitative and exploratory research based on a case study applied on a real state agency based on Aracaju/Se. Trough this study was possible to confront the service marketing theory to validate the application of the relationship marketing based on a digital strategy. After the analysis it was possible to confirm the applicability of relationship marketing approach on real state agencies. Validating that even with the low repurchase potential on this kind of organizations, the relationship increases the competitive advantage on real state.