Customer satisfaction in relationship marketing practices at an academy in Santa Bárbara/MG

Abstract

The purpose of this article was to analyze the level of customer satisfaction regarding the relationship marketing practices of a gym located in the city of Santa Bárbara / MG. For the production of the article, a field research of the descriptive type was carried out, with a quantitative approach, where 61 questionnaires were applied to clients chosen in a non-probabilistic way for accessibility, after which the data were tabulated and analyzed through tables, with the objective of evaluate the level of customer satisfaction about the relationship marketing practices adopted by the academy. The research generally obtained a result of partial satisfaction of the clients, achieving its general objective. The profile of the clients of the academy was identified and the presence of relationship marketing practices was identified, highlighting customer service, facilities and class quality. On the other hand, communication with customers, cost-benefit ratio and management of the academy should be improved. With regard to overall customer satisfaction, a partial level of satisfaction was identified in relation to relationship marketing practices, focusing on good evaluations for customer service practices, facility facilities, satisfaction with using the facility, if the client would recommend the gym to a friend and if the client speaks well of the gym to other people, and leaving a point of attention to practices of communication and purchase of products offered by the gym that have obtained average rankings with a tendency to dissatisfaction and should be improved.