Marketing of relationships in the company Localiza Hertz

Abstract

The present work had the purpose of analyzing relationship marketing in the vehicle rental business, Localiza Hertz located in Belo Horizonte. For this analysis were outlined gene ral and specific objective, as well as research methodology. The overall objective is to analyze the importance of relationship marketing as a strategy for better performance and for this was conducted an interview with open questions to obtain qualitative data in a sample to be defined. The theoretical framework followed the logic: marketing with its concepts, marketing evolution, customer satisfaction and other crucial elements for the understanding of the subject; quality of service, necessary for success in the relationship between the company and the customer and, finally, the application of satisfaction survey. During the development of this article it was observed that companies should prioritize the investment in relationship marketing, the costs of winning a customer are much higher than the costs of retention of customers in the company. This fact leads one to believe that the need to seek customer loyalty is real. Thus, having as a base company for the study Localiza Hertz, we sought, through a methodological method, through the use of satis faction research tool, scientific results for the present research, in order to develop the study, in several authors who approached the subject.