Marketing de relacionamento como estratégia de fidelização de clientes em clínicas veterinárias

Abstract

Marketing strategies are important allies of managers to achieve organizational success, regardless of the field of operation. In veterinary clinics and pet shops the administrator or veterinary, responsible for managing the company, must be aware of market changes, such as high competition and increasingly demanding customers, in order to win their share of customers among the demand potential. Relationship marketing has specific strategies aimed at retention and customer loyalty, it is known that it costs less to retain that gain new, and interesting to invest in actions to their satisfaction. The objective of this research was to demonstrate the importance of these strategic actions for satisfaction and customer loyalty in the Pet Market. Booming market, with a potential for significant growth, due to the changing lifestyle of people increasingly having fewer children and opting for pets. Therefore, we conducted a survey of satisfaction with current customers veterinary clinics and pet shops, seeking to know their interests, needs and deficiencies that they identify the Pet Market. Through this research we verified the importance of square, promotion and people (employees) P’s marketing for the acquisition and retention of customers, and therefore organizational success.