Ações de marketing para fidelização de clientes no setor de comércios e serviços: um estudo de caso em Benjamin Constant-AM

Abstract

Marketing is a process aimed at identifying customer needs, and mastering it is a strategic skill that can help guide decisions that contribute to achieving objectives. Its administrative function maintains the link between the organization and its customers by contributing to the performance of profitable activities. This study aimed to present marketing actions used as tools to build customer loyalty in businesses in Benjamin Constant-Amazonas. The study adopted a qualitative-quantitative approach, descriptive and exploratory in nature. Data collection was carried out through field research, using semi-structured questionnaires with open and closed questions, applied directly to ten owners or representatives of commercial enterprises located in Benjamin Constant-AM, selected for convenience and according to the respondents' availability to participate in the survey. The commercial segments included printing companies, clothing stores, steakhouses, barbershops, and snack bars. The results showed that most entrepreneurs recognize the importance of marketing and mainly use social media as a way to promote their products and services, while difficulties such as lack of technical knowledge and lack of time were the factors limiting the application of marketing strategies. The study demonstrated that despite recognition of the importance of marketing, its implementation still faces significant obstacles, especially considering the overall business structure.