Análise das estratégias de marketing na fidelização do cliente: um estudo de caso de uma concessionária de carros

Abstract

Satisfy customers, meeting their expectations and requirements in order to create a bond of loyalty with them is undoubtedly one of the main goals of every business, and in the motor vehicle market, but specifically at dealerships, this is no different. In view of the wide variety in the market, both in choices of brands, as in the models constantly change options, companies that engage in this branch are looking for new tricks to surprise customers and meet their expectations. These expectations are not met simply offering the product. Several values are taken into consideration by the client, such as the excellent quality of care, through increasingly skilled professionals, excellence in post- sales, design sector , as well as performance and reliability. And to ensure the fulfillment of all these variables, different marketing strategies are used in organizations to meet the expectations of customers and keeps them. The goal of marketing strategies is to place the organization in a position effectively and efficiently fulfill its mission. The customer perception regarding the brand and the product, contributes significantly to the results of a company, since the brand is directly associated the image and quality of the final product. The objective of this study is to analyze the marketing strategies used by building customer loyalty dealership Newland Vehicles Ltda. in Fortaleza. The results show that the vast majority of customers, this particular study is motivated by the acquisition of the Toyota brand, and therefore demonstrate their satisfaction with the dealership Newland Vehicles Ltda. The similarity to brand standards, quoted in his care and quality of services, becoming faithful to her.