Relationship marketing and customer satisfaction: case study in a graphics company in Juara-MT

Abstract

The research project aimed to understand relationship marketing in a graphic company located in Juara-MT. The study sought to analyze the managers' perceptions of the relationship marketing practices employed by the company, evaluate the marketing practices adopted with clients, and assess the results achieved through these actions. To achieve this, two data collection instruments were used: an open-ended interview guide with 11 questions directed at the two managers, A and B, and a closed questionnaire with 16 questions aimed at the clients. The chosen methodology was a descriptive and qualitative case study, aiming to understand how the company applies relationship marketing practices to retain clients and improve its competitive performance. The research results highlighted that the adoption of advanced technologies, such as offset printing, and the integration with digital systems are crucial for increasing efficiency and customizing production. Furthermore, the study emphasized the importance of relationship marketing in building long-term bonds with clients, enhancing satisfaction and loyalty. It was observed that the lack of appropriate relationship marketing practices can lead to communication problems and negatively affect financial performance. The conclusion drawn is that relationship marketing is essential for customer retention and the sustainable growth of the company in the competitive graphic market.