Gestão Do Relacionamento Com O Cliente: Um Estudo Aplicado Em Academias Do Município De Palmas - TO

Abstract

With the growing competition between companies for excellence in the market, the development of techniques for conquering and retaining consumers is increasingly developing. Thus, it is noteworthy the companies' efforts to survive in the market or even to stand out against the competition, focusing on customer retention. To this end, customer relationship management comes as a way of focusing on your customers, getting to know them and providing them with a service or product that will make them happy and retain them in the company. In this sense, this study sought to identify the perception of customer relationship management in the academies of Palmas -TO, as it is a well-attended branch in the city. The research was descriptive and exploratory, with a quantitative study approach. It was used a preapproved questionnaire, but with items adapted to the reality of the gyms of the municipality where the research was conducted. This questionnaire, divided into two parts, the first with 7- point Likert scale response alternatives, and the second, through 3 questions, checked the items considered essential for academy students. Based on the research, it could be concluded that the analyzed academies have a good customer relationship management, because, according to the students, the items that generate them satisfaction in the academies are easily found. Regarding the items of relevance and essential for customers, the highlights were services and infrastructure and commitment to customers. Value-adding services handled through up-selling and cross-selling shared opinions, price was an attractive item with sub-forms of payment and promotions, and technology-driven items proved to be of little relevance or not essential for retention. from the students.