Relationship Marketing for Obtaining and Retaining Customers in Clothing Stores in Bento Gonçalves

The need for good relationship marketing at the current time, to obtain and retain customers in the midst of so much competition, motivated the development of this research. In this way, the relationship between seller and customer became extremely important for the stores to stand out in the market. The study of this subject will be very important for managers, owners and workers in the sector to study and implement this strategy in their stores and thus, gain even more customer loyalty. The objective of the research was to analyze whether clothing stores in Bento Gonçalves are using the Relationship Marketing strategy and its importance for customer loyalty in an increasingly competitive market. The results obtained through a quantitative survey of 80 respondents demonstrate that the clothing trade in Bento Gonçalves needs to invest more in the relationship with its customers, and also in marketing and loyalty strategies, so that they can achieve greater satisfaction and loyalty on the part of its consumers.