Relationship marketing strategies for small business loyalty during the pandemic

Case study in an itabirana credit cooperative

Abstract

This study had as main objective to identify if a credit Cooperative based in Itabira was using relationship marketing strategies aimed at loyalizing companies during the COVID-19 pandemic. The methodology applied to measure that was qualitative, through a case study, where interviews were conducted with a semi structured questionnaire using the total base of respondents, thus applying a census. The interviewees were three relationship managers of the unit of the studied Cooperative, that worked specifically with companies. The results not only confirmed the use of these loyalty-based marketing strategies during the studied period, but also revealed that this method was one of the main priorities when dealing with its clients. Among the used strategies were: customer segmentation, loyalty program, accessibility, constant training of employees and, especially, quality and personalized service. Throughout the study, we also acknowledged that the Cooperative utilized other relevant practices such as sustainable growth, personal relationship with consumers, exhibiting a unique service providing when compared to its market competitors.