Fidelização de clientes: foco em modelos de relacionamento. O caso da Expresso Guanabara S.A

Abstract

This research addresses the importance of Relationship Marketing and vision of the needs and interests of the client to keep him faithful and satisfied. Taking into account that customer satisfaction is what differentiates a successful company, the aim of this study is to identify the benefits of implementing a loyalty program. The methodology used was the literature, qualitative and quantitative study, analyzing cases and concept discussed by the authors. Adopted the technique of questionnaire to company clients Orders Guanabara SA to measure the satisfaction of their clients. The results showed that the loyalty program was the right decision for the company. The correct investment in equipment and manpower devoted to relationship marketing and the development of a rich database about its customers resulted in advantages over its competitors such as strengthening the image of the company, the acquisition and retention of the users of intercity transportation and interstate, providing differentiated service and mainly targeting getting to organizational strategic planning.