Fidelização de clientes nas vendas informais de cosméticos em Nhamundá-AM: um estudo sobre práticas e recompensas que incentivam a permanência do consumidor

Abstract

This qualitative and exploratory research investigates loyalty strategies in informal cosmetics sales in Nhamundá-AM, focusing on practices and rewards that help retain customers in informal sales. The objective is to understand which actions impact customer engagement and retention with an independent salesperson. A single case study was adopted, through a literature review. Data collection took place in two stages: a semi-structured interview with a self-employed professional; and an online questionnaire (Google Forms) applied to 21 customers, addressing topics relevant to this context. Content analysis classified the information into loyalty practices, rewards, and engagement. The results indicated the prevalence of trust, personalized service, and payment flexibility, despite the associated risks, such as default. It is concluded that empirical approaches strengthen relationships and competitiveness, indicating the need for more structured strategies in informal entrepreneurship in certain contexts.