Estratégia de retenção e fidelização de clientes aplicadas em uma drogaria da cidade de Caicó/RN

Abstract

With an increasingly dynamic and growing scenario in Brazil, the drugstore market has been looking for new strategies to conquer and retain customers, being essential for maintaining the business, as well as improving cost-benefit in management. For this, a work was carried out in a drugstore in the municipality of Caicó / RN, from February 16 to March 16, 2021. A questionnaire prepared in the Google Forms program was used and sent to customers via the instant messaging application. 36 responses were obtained, equivalent to about, 1.17% of the total visits made monthly by the drugstore. Most customers who responded were women, aged 18 to 43 years. The customers who responded look for the drugstore monthly and the most relevant reasons for choosing the establishment are, service, location, and price. The presence of the pharmacist was also mentioned by 36.1%, which highlights its importance, in addition to health security, as a complement to the customer loyalty strategy. However, there is a need to review the strategies developed by the establishment with respect to the current loyalty program.