Relevant strategies that lead to customer loyalty in an optical retail trade in Itabira/MG

Abstract

Faced with an increasingly competitive market and due to the demands of customers, with greater choice and in the face of a wide diversity of products, brands and suppliers, customer loyalty has become one of the biggest challenges for companies. Therefore, it is necessary that companies have loyalty strategies in order to influence the perception of customers with a feeling of greater interaction with the company. Thus, the objective of this work is to identify which strategies are used by an optics located in Itabira / MG, which can lead to customer loyalty. The specific objectives were to identify the profile of customers, identify the main strategies used by the company and which of them lead to customer loyalty. The methodology used in this study was quantitative, descriptive and non-probabilistic for convenience. 156 questionnaires were answered. The results showed that, among the practices used by the optics, none of them received a score in the average ranking that came close to a total agreement on the part of the clients. Clients partially agree with strategies that encompass trust, affordability, price and technology, while, as far as knowledge is concerned, the only practice that did not score negatively was for the company to know their preferences, but they are neutral about the fact of being practiced, the others disagreed partially that they are practiced. As for the strategies that lead to customer loyalty, according to customers who answered the questionnaire, trust, accessibility, price and technology can retain customers, and the knowledge that received the lowest score in the average ranking, customers do not disagree and do not disagree as to their ability to retain a customer.