Relationship marketing as an influencer of satisfaction and loyalty to clients in the retailer sector of the supermarket segment

Abstract

A successful organization needs to know its customer, who is most
responsible for generating revenue. Relationship marketing strategies are used by
companies with the objective of studying more and more customers, aiming to
obtain their satisfaction with the service offered so that long-term relationships are
built. Therefore, this article aimed to identify whether the relationship marketing
strategies developed by retail companies in the supermarket segment impact
customer satisfaction and loyalty. To achieve this objective, the descriptive
methodology was used, with a quantitative approach and the field research method.
The universe was composed by the social networks of the authors of this work and
the sample was non-probabilistic by accessibility criteria. Data collection was
performed using a closed questionnaire and data analysis was descriptive statistics.
With the end of the survey, 409 respondents were reached. According to the results
achieved, it was noted that relationship marketing strategies impact satisfaction and
satisfaction can lead to customer loyalty. As for the purchase context, it was
concluded that personal influences were the most perceived by respondents,
followed by psychological, cultural and social influences. The price was the strategy
most perceived by the respondents, being the one that had the greatest impact on
customer satisfaction, followed by the confidence that also achieved great notoriety.
Strategies such as accessibility, technology and loyalty programs did not obtain a
good perception from respondents.