The importance of relationship marketing strategies to attract, retain and retain customers in the drugstore market

Abstract

This article aimed to explain the importance of relationship marketing strategies aimed at attracting, retaining and retaining customers in drugstore companies in Belo Horizonte. Through a comprehensive review, bibliographical studies and qualitative, descriptive and field research, it was possible to explain and understand the importance of adopting strategies that improve and enable drugstores to maintain and conquer a relationship with their customers. After defining the topics of the Theoretical Framework; conducting structured interviews, through an intentional non-probabilistic sample with three different drugstores, it was noticed