Impacto do Marketing de relacionamento na fidelização de clientes: estudo da percepção de valor das marcas de varejo farmacêutico em Fortaleza

Abstract

Considering the actual world economy context, the business world has becoming more and more competitive and this environment brings reflections even more pronounced in the pharmaceutical retail context, because this market besides to competing with other brands in terms of price, there are the national regulatory agencies that stipulate the price ceiling that can be charged to consumers and the domestic regulatory agencies. In addition, there are the large brands competing aggressively with each other. In this scenario, the main goal of this study is to analyze the relationship between brands' reputation and customer's loyalty in pharmaceutical retail in Fortaleza-CE. There were analyzed the esteem levels and the knowledge of the most frequented brands in the city. The results were obtained through the application of a survey with 351 respondents from the city of Fortaleza in which we sought to obtain the perception of consumers on the subject in question and the brand most used by them. Through the results of the survey, it can be noted that the factors that influence the most frequented brands are different from those of the less frequented ones, with the most influential factors being the most frequented pharmacy, popularity and level of consumer knowledge about the brand, and those of the least frequented ones. attended were familiarity and level of knowledge. In this way, the proposed objective was achieved and it was demonstrated that the correlation between brand reputation and customer loyalty is strong for both the less frequented and the more frequented brands and that there is a directly proportional correlation between the variables. Thus, although resulting from different perceptions, some concepts remain fundamental from the customer's perspective.