Marketing de relacionamento: estratégias de fidelização do cliente como diferencial competitivo em micro e pequenas empresas

Abstract

Relationship marketing is a strategic approach that aims to strengthen the bonds between companies and their customers, with the goal of creating long-lasting and satisfying relationships. In the context of micro and small enterprises, relationship marketing plays a fundamental role as a competitive differentiator. Customer loyalty strategies are essential in this context, as customer retention is crucial for the success and growth of micro and small enterprises. By developing effective loyalty strategies, companies can keep customers satisfied and loyal, even in a highly competitive market. These strategies can include personalized service, offering exclusive benefits, frequent and targeted communication, reward programs, among other initiatives that seek to establish an emotional and trustworthy connection with customers. In addition to contributing to customer retention, relationship marketing in micro and small enterprises can also generate competitive advantages, as these companies often have limited resources compared to large corporations. Focusing on customer satisfaction and building strong relationships can help compensate for these limitations, creating an environment conducive to customer loyalty and gaining a competitive edge. However, it is important to emphasize that the effective implementation of relationship marketing in micro and small enterprises requires planning, commitment, and adequate resources. It is essential to understand the needs and expectations of customers, adapt strategies according to the target audience's profile, and continuously measure results to evaluate the effectiveness of implemented actions. In this sense, the overall objective addressed in the study was to recognize the importance of relationship marketing in customer loyalty and satisfaction in the digital era. The methodology involved analyzing the presence of some companies on social media and how they are engaging with the target audience. The analysis of companies' presence on social media and their relationship with the target audience revealed valuable insights into customer loyalty strategies adopted by micro and small enterprises. It can be concluded that the importance of relevant content on social media for the sales of micro and small enterprises is directly related to the ability to establish long-lasting relationships with customers. By adopting relationship marketing strategies and utilizing social media as a tool, micro and small enterprises can create a direct communication channel, strengthen customer loyalty, and differentiate themselves from the competition.