Customer relationship marketing: case study in a construction company in Paraná
Keywords:
Customer relationship. Marketing relationship. Construction company.Abstract
This study explores relationship marketing practices in the construction industry, focusing on a medium-sized construction company located in Foz do Iguaçu, Paraná. Established in 2009 and operating in the residential and commercial sectors, the company has recently expanded its operations to the high-end real estate market. The aim of this study is to analyze how relationship marketing strategies influence customer loyalty and satisfaction in this sector. Using a qualitative approach, the study adopts the case study method to provide a detailed and contextualized analysis of the interactions between the construction company and its clients. Semi-structured interviews were conducted with the construction company's manager and clients who have made more than one purchase in the last five years. Content analysis was conducted manually and focusing on the identification and categorization of themes related to relationship marketing. The study highlights the importance of relationship marketing strategies in building lasting relationships and improving customer satisfaction. The observed practices suggest that a customer-focused approach, which includes effective communication and personalized service, contributes to customer loyalty and the company's competitiveness in the market. Investigation reinforces that interactions based on trust and mutual commitment are essential for the success of relationship marketing strategies in the construction industry.
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References
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