Marketing de relacionamento e estratégias de fidelização: um diagnóstico em uma corretora de seguros na cidade de Campina Grande – PB.

Abstract

Many companies are looking to establish a closer relationship with their consumers through individualized relationships, which is called by some relationship marketing authors. Relationship marketing comes as a new marketing strategy that seeks not only to win new customers. The insurance market has a lot of competition, played by several brokerages that try to win their space, often attracting customers from other brokerages. The present work aims to diagnose the relationship management with clients of an insurance brokerage firm in the city of Campina Grande. The present study is a case study to diagnose the perception of customers as to their satisfaction with the service that is provided, their level of trust in relation to the company and the propensity that customers have to recommend the company for other people. It will also be possible to understand at what level the company manages its relationship with customers. The research used as a data collection tool structured questionnaire constructed and validated by Rozzett and Demo (2015). The application was made through a virtual platform. The analysis showed results with a very satisfactory index. It can be observed that the presented results had validity and theoretical consistency, since the scale could be revalidated through the exploratory factorial analysis and measured exactly what was proposed throughout this study, that is, the customer relationship indicators.