Estratégias de marketing de relacionamento no mercado B2B: estudo de caso de uma empresa de TI

Abstract

This study aimed to investigate the contribution of relationship marketing strategies to retain customers, verifying their application and effectiveness in a small company in the technology sector, which acts in the market business to business (B2B). Through bibliographic review of books, periodicals and theses, concept and objectives of relationship marketing are initially discussed, then, to realize how attraction, retention and customer loyalty occurs, and outline how strategies of this theory can be applied. In addition, the business to business market is discussed so that can be possible to understand their differences to the consumer market. Then, from the methodology study of case, the company Localmídia was analyzed by observing the theory studied. The information survey was performed through interviews with managers, research in internal registrations of the organization and the website of the company, beyond the perceptions of the researcher. A search on the history, the main services of the company and the market in which it operates is also considered relevant, because these information corroborate to the analysis of survey data. Thus, final considerations are discussed, registering that the results of the analysis indicate that the implementation of strategies of relationship can contribute positively to leverage the business, even in the initial stages.