Silva, Aline Gehlen RodriguesTaveira, Rodrigo Lima2018-12-212021-09-202018-12-212021-09-202018-12-10TAVEIRA, Rodrigo Lima. Retenção e fidelização de clientes em micro e pequenas empresas do setor de beleza do Rio Grande do Norte atendidas pelo programa Empreender. 2018. 81 f. TCC (Graduação) - Curso de Administração, Centro de Ciências Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2018.https://repositorio.ufrn.br/handle/123456789/35191In the business environment of micro and small companies the beauty sector, has stood out the increasing number of companies opening. With the growth of competition, the need for retention and customer loyalty is necessary for the perpetuation of these companies. This paper aims to propose a booklet of good practices of retention and customer loyalty for the micro and small entrepreneurs of the beauty sector of Rio Grande do Norte. For this, a research was carried out among the entrepreneurs assisted by the Empreender Program of Facern (Federation of Commercial Associations of Rio Grande do Norte). As a general result it was observed that the methodologies and tools apply to micro and small entrepreneurship and that entrepreneurs use some of the retention and customer loyalty tools in a disconnected and unmanaged manner.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Retenção e fidelização de clientesRetention and customer loyaltyMarketing de relacionamentoRelationship marketingespaços de belezaBeauty spacesMicro e pequenas empresasMicro and small companiesbachelorThesis