Cliente fiel: uma análise da satisfação e estratégias a serem adotadas para captar e manter clientes ativos em uma empresa de produtos para panificação em Timbiras-MA

Abstract

Technological advances and the growing complexity of the global market demand continuous optimization of the relationship between companies and their customers. The objective is to direct resources efficiently to ensure the satisfaction of the target audience. From this, it is important to understand the need to serve the customer with quality, coming to understand that quality service is not just about treating them well, but also knowing how to listen to them and offering quality products and services, which can satisfy customers and exceed their expectations. This study's methodology is exploratory bibliographical research where primary data was collected, where the questionnaire was developed to identify the level of customer satisfaction. Its objective is to analyze customer satisfaction and loyalty in relation to the products and services offered by the company. After analyzing the results of this research, several relevant conclusions stand out that enrich our understanding of the level of customer satisfaction and loyalty in relation to the products and services offered by the bakery company in question. Furthermore, the research highlights the importance of the company implementing a continuous feedback system, incorporating the satisfaction questionnaire as a regular practice.