Marketing de relacionamento como ferramenta de Satisfação e fidelização dos clientes: estudo de caso Vodacom, Maputo (2020-2025)

Abstract

The present work titled "RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND LOYALTY: Case Study Vodacom, Maputo (2020- 2025)" sought to answer the following problem: "To what extent does relationship marketing influence the satisfaction and loyalty of Vodacom customers in the period from 2020 to 2025?" Its main objective was to analyze the contribution of the relationship marketing strategies implemented by the company to the satisfaction and loyalty of its customers. The study adopted a qualitative and quantitative approach, using, for data collection, an interview with an employee of Vodacom's marketing department and a questionnaire applied to 100 company customers. The data analysis allowed for understanding customers' perceptions regarding the relationship practices developed by the company. The results indicate that relationship marketing strategies impact customer satisfaction and loyalty, and although there are some points for improvement, the company has the ability to retain them for a long period of time. It was concluded that relationship marketing plays a fundamental role in the satisfaction and loyalty of Vodacom's customers, contributing to the creation and maintenance of a strong and lasting bond between the company and its customers.