Marketing de relacionamento aplicado à prestação de serviços: estudo de caso na empresa Diaz Ilustração e Design Gráfico

Abstract

This is a study in the area of services, indicating the growth, opportunities in the Brazilian scenario, define services, differentiating them by features and degrees of intangibility, emphasizing the professional services, and that add value to tangible assets. Also defines relationship marketing, its advantages and implications on deployment in the enterprise, differentiation of high-value customers and long-term return. Also in this context, notice to the union between relationship marketing and services: their importance, satisfaction and loyalty rules to keep conquered. To emphasize the theoretical analysis, it is a study in company Diaz Ilustração e Design Gráfico that emphasizes the valorization of relationship philosophy, without neglecting quality of neither service nor the human factor.