Marketing of relationship and consumer satisfaction

A case study in a restaurant in the city of Itabira/MG

Abstract

The main goal of this study was to understand the relationship between consumer satisfaction and relationship marketing strategies practiced by a restaurant located in the city of Itabi ra-MG. The descriptive research was carried out through a quantitative approach with the data of 120 clients and the owner of the establishment, collected through a mixed questionnaire, docu mentary research extracted from primary sources. The data of the questionnaires were condensed through tables and graphs and analyzed using mean ranking (RM) and five-point Likert scale. The main results found that 75% of the relationship marketing strategies practiced by the restaurant generated customer satisfaction, namely: general and customer service, offering loyalty programs, satisfaction survey, maintenance of complaints program and suggestions and measures referring to such complaints and suggestions, maintenance of customer registration, advance information about promotions, environment and location, inclusion of the favorite dish on the menu and main tenance of fair prices. On the other hand, It was identified that 25% of relationship marketing strategies do not generate customer satisfaction.