Programa de bonificação com pontos como estratégia para retenção de clientes: uma experiência na empresa Farmácia do Bairro de São José de Ribamar

Abstract

The bonus program is a strategy that aims to establish the beginning of the relationship between company and customer. Through this tool, you can identify customer needs as well as their profile. We attempted to analyze this study, the use of a bonus program with points contributes to customer retention in the neighborhood of Pharmacy company in São José de Ribamar and the customer's perception of this strategy. To carry out this work, we used bibliographical research, documentary and research using as a basis the method of case study and field. To carry out this work, we used bibliographical research, documentary and research using as a basis the method of case study and field. Through a structured interview to the business owner and a questionnaire applied to registered customers not registered in Pharmacy Neighborhood +, one could get the results. It can be seen that the program used in conjunction with good management, has the ability to retain the customer. It was possible to see that there is still a lack of knowledge of the program and its rules for customers' parts, that is, many are not yet registered and those not yet had access rules. Thus, it is necessary to implement the program at the POS means of access, as well as greater attention on attracting customers to the program, so that you can get a higher level of retention.