Marketing de relacionamento: um estudo sobre o processo de fidelização de clientes em uma Farmácia Panvel de Sant'Ana do Livramento

Abstract

For the past several years the brazilian Pharmaceutical retail Market has become one of the fastest growing and rise sectors among the national economies, bringing with it more interest from investors in opening new stores and make the pharmacies chains bigger.In this sense smaller companies are obligated to search for different strategies of how to deal with customers, increasing the rivarly in the sector. A way to add value to the customer and become a more competitor company is the relationship marketing and its ways of applications in order to retain and maintain the loyal client. Therefore the goal of this search consists of analyze the influence from the relationship marketing into de process of loyalty and retention of customers in a pharmacy from Santana do Livramento .It is a qualitative and prescriptive research which the method chosen from the research elaboration was the case study.The data collection was performed by means of triangulation which are used as evidence sources of documentary research and the application of interviews, first the manager and later to consumers, after effecting their purchases in the analyzed pharmacy environment. Was used the content analysis technique for the treatment of the data and the analysis categories called: Investment perception in relationship marketing and Loyalty Level. It was found with the research on the benefits offered by Panvel Pharmacy, such as service quality, personality, confidence, availability in the products, the company's time to market, among others, there is a customer loyalty, but there are still many possibilities to be exploited as points programs, online shopping signature, unique with respect to competing pharmacies in the city. It is stressed that the main tool used is the catalog, perceived both by the manager, as by customers