O uso das ferramentas do marketing de relacionamento para a fidelização dos membros da primeira igreja batista de fortaleza

Abstract

A company’s ability to establish and maintain relationships with its most valuable customers forms a solid foundation for achieving a competitive advantage. In this context, religious institutions can and should use relationship marketing to retain their members and gain a competitive edge over other churches, religions, or activities. With the growing presence of evangelical churches and their audience in Brazil, it is valuable to understand how these institutions have achieved such positive results and whether these outcomes stem from the use of marketing strategies. Given this scenario, it becomes necessary to identify how the First Baptist Church of Fortaleza utilizes relationship marketing tools and how this practice influences the retention of church members. Through research from various sources, eleven relationship marketing tools were identified and applied to the study: Customer Relationship Management (CRM); customer service; email marketing; social media; personalization; endomarketing; customization; brand community; marketing research; after-sales service; and regular communication. To achieve the proposed objective, a bibliographic study was conducted, followed by an interview with the PIB communication manager and the application of an online questionnaire, in which respondents evaluated their level of agreement with 25 statements related to the tools used by the church, with responses from 103 participants. A quali-quantitative research approach was adopted, characterized by exploratory objectives, and the applied procedures included bibliographic research, case study, and survey. According to the analysis of the questionnaire responses, most tools received high levels of agreement from PIB Fortaleza members, while only two had an agreement rate below 50%. In this light, it is concluded that the marketing tools used by PIB Fortaleza contribute to the retention of its members.