CUSTOMER SATISFACTION, LOYALTY AND RETENTION

Abstract

Given globalization, consumers are increasingly informed and demanding due to easy access to information. This has resulted in a dynamic market to meet these consumer needs. Globalization has brought with it competition, where everyone is exposed to the same risks and opportunities. It is up to each company to use assertive strategies to win in the market. This topic was chosen due to its relevance and importance, as well as personal motivations, with the aim of deepening knowledge on the topic, as it is highly relevant. The main objective is to analyze the level of customer satisfaction and loyalty at Angomart do Rocha Pinto. This research was developed through data collection using a qualitative-quantitative approach, as it is the most appropriate method for this research. The results clearly demonstrated that the Angomart store has satisfied its customers and that they are increasingly loyal to the store, a result of good service, quality products, and customer service. The presented research revealed that customer management has been the store's main concern, and thus, meeting customer needs and, consequently, encouraging customer loyalty and retention. The survey answered our initial question and achieved its stated purpose, achieving the research objectives.