Ações de marketing de relacionamento : um estudo em micro e pequenas empresas do seguimento de produtos naturais

Abstract

The relationship marketing is one of the tools used by the companies for attract customers, satisfy them and hold them back, to succeed through a long relationship. This research has as objective general check the importance given by consumers in relation the marketing deeds used by micro and small companies in the segment of natural products. Viewing the current scenario marketing increasingly competitive, it is important that micro and small companies to create strategies seek the differential, actions that provide the satisfaction and, conseque y ya y e er . I ’ e ake a p r a e ’ e e ary the consumer comes back the company, through a benefits package, keep a long relationship, becoming a loyal customer that always choose and recommends its products and services and not choose the rival. The search was characterized as descriptive and used as method of search a Survey, the data were obtained by questionnaire with closed questions applied to a sample statistically selected. Through the analysis of results, it was possible to understand the need of companies directs the focus to the customer, having the main relationship marketing strategy to attract and to keep the customer in a increasingly competitive, creating benefits to the both parts