Marketing no varejo: um estudo de caso no comércio de autopeças

Abstract

This work came with the author's interest in the subject and how it applies in store House of Batteries in Trairi / CE. It aims to examine how retail marketing activities as driving tool for customer satisfaction and therefore customer loyalty, have been used by the company concerned. In the specific purpose were measured levels of satisfaction and loyalty of customers for products and services offered by the company, the conditions of the store and the care received, assess the level of job satisfaction of employees, characterize the relationship of the company with its employees and justify through the retail marketing, improvements that provide a competitive and lasting differentiation. Verifies the importance of retail marketing for customer retention and loyalty, and so that it remembers and disclose your store (brand) positively to other possible future clients. The research methodology used was the bibliographical research and application of three questionnaires for customers, employees and suppliers. The results show that the company has won customer satisfaction and customer loyalty, employee satisfaction and good relations with suppliers that meet the House of Batteries. The store location is the aspect that generates greater satisfaction on customers and the number of employees and their skill levels what else needs to be improved. For employees, it is important to improve the opportunities for promotion.