O marketing de relacionamento como estratégia fidelização dos clientes: estudo de caso da Micasu (2020-2023)

Abstract

Having a lasting relationship with the customer – serving, satisfying and generating recurring purchases – has become essential for any company seeking to differentiate itself competitively among its competitors. Thus, relationship marketing ended up becoming fundamental for companies to survive in the modern and competitive world. This work is focused on the reality of MICASU, a security company, with headquarters located in Matola, with the aim of analyzing how relationship marketing strategies contribute to the loyalty and retention of its customers. To achieve this objective, exploratory research was carried out, and semi-structured interviews were also used with MICASU's marketing director, as well as four of the company's clients. The results showed that the company materializes its customer relationship marketing by internal marketing, offering quality products and services, acting on social networks, loyalty programs and customer rewards. These strategies are perceived by customers, and are seen as an element that makes them loyal to the company, and there are even cases in which some customers recommend their products and services to people who are part of their social circle. Keywords: MICASU, Relationship marketing, strategies and customer loyalty