RELATIONSHIP MARKETING IN CUSTOMER LOYALTY: A CASE STUDY IN A PHARMACY NETWORK IN THE MUNICIPALITY OF ALAGOINHAS-BAHIA

 DOI: 10.5281/zenodo.7706856

 

Maria Aparecida Duarte Mota Souza

Nursing Technician at the Luiz Navarro de Brito Integrated Center. Civilian professional firefighter by SENAI. Graduating in Bachelor of Business Administration from Faculdade Santo Antônio de Alagoinhas – Bahia. Email: mariaduartemsouza@gmail.com

 

Nara Evely de Carvalho Vieira

Graduating in Bachelor of Business Administration from Faculdade Santo Antônio de Alagoinhas - Bahia. Email: narinhacv18@gmail.com

 

Marcus Vinicius Peralva Santos

Educational Technical Analyst (ATE) by the Social Service of the Industry of São Paulo (SESI-SP), PhD and Master in Geology by the Federal University of Bahia, specialist in Marketing and Business Management by Faculdade Focus and graduated in Marketing by Centro Universitário Jorge Amado , email: imperalva@hotmail.com

Abstract: In an increasingly competitive scenario, where the consumer has more and more options, companies have to set up and implement strategies to demonstrate their differential in front of their competitors, so that in this way they can remain competitive in their market and, thus manage to retain and attract customers. Based on this, the generating problem of the present study was “how to build and maintain lasting relationships with customers in a pharmacy?”. The general objective of this article was to verify the actions and reflections of relationship marketing in a pharmacy, having as specific objectives: to identify the profile of the clients and their buying process, to verify the forms of interaction between the company and its clients. This research is relevant to society, science and especially to the market, as the latter is increasingly competitive and has increasingly demanding customers, it is extremely important for companies to invest in strategies that differentiate them. The present study is characterized as a case study, which was carried out in the commercial area of a chain of pharmacies located in the city of Alagoinhas, in the interior of the State of Bahia and which has existed for more than 3 decades in the region . It was found that the pharmacy network studied has been efficiently applying the marketing strategies adopted by it, thus obtaining satisfactory results and managing to consolidate its brand. It is concluded that sales grew satisfactorily, relying mainly on digital media, increasingly strengthening commercial ties with active customers and prospecting and trying to retain potential customers.

Keywords: Marketing of relationship. Loyalty. Client.