Marketing de relacionamento: um estudo com clientes das farmácias em Uruçuí no Piauí

Abstract

Relationship Marketing is crucial for companies of all sizes, especially in the pharmaceutical sector, where trust and loyalty are essential. Since its inception and the expansion of commerce, it has brought and added value to consumers globally. Considering this, the present research raises the following question: How do the Relationship Marketing strategies adopted by pharmacy networks in Uruçuí-PI impact customer loyalty, considering the complexity of the market environment and the expectations of pharmacy consumers in Uruçuí-PI? The general objective was to analyze how pharmacies in Uruçuí-PI use Relationship Marketing to build customer loyalty. This study is justified by the importance of creating content in the literature that serves as a scientific knowledge repository on the chosen topic and its empirical application in a city with economic prominence and a variety of companies focused on the pharmaceutical sector. Additionally, it highlights that through relationship marketing, people gain greater freedom, which only happens through the company-customer relationship. A quantitative research method was used, where data were collected through questionnaire responses (comprising questions about the sociodemographic profile and 12 questions using a scale of agreement and disagreement). The data were analyzed using statistical measures such as mean, standard deviation, and variance. The Cronbach's Alpha measure and correlations between variables were also applied. The study concluded that Relationship Marketing is essential for building customer loyalty in pharmacies, improving customer experience, and increasing satisfaction. Effective strategies include personalization, personal service, quality of products/services, and affordable prices. The priority target audience consists of young individuals aged 21-30 and single people. Effective communication and service channels are fundamental. Personalized service is a key factor for the success of Relationship Marketing, and the quality of products and services offered plays a significant role in customer choices. Additionally, targeted campaigns are an important and crucial point in maintaining the relationship between the parties.