Ações de marketing de relacionamento de organizações do setor de alimentos da região sudoeste do Paraná

Abstract

Relationship marketing comes up as a tool for encourage the relationships in between customers and companies. Relationship marketing actions seek to adjust the relationships between company and customer, generating loyalty and profitability with these long-term relationships. In this sense, the objective of thiswork is to analyze the relationship marketing actions adopted by organizations of the food sector of the southwestern region of Paraná. The review the oretical was treated based in subjects pertinent to the theme: 1) marketing and marketing management; 2) marketing of relationship; and 3) relationship marketing and the food sector. Was developed an search descriptive through of lifting of data, of approach qualitative. The food industry was chosen for being a sector of large investments and because present in everyday life of people. It was observed that the companies analyzed do not use defined and formalized relationship marketing strategies, however, they use relationship marketing actions. Social media hás na important role in development of shares and help in the relationship between customers and companies. Al thoughth estrategies do not be clearly defined the actions practiced organizations analyzed help in the process customer loyalty.