Gestão de relacionamento com o cliente: uma análise sobre fidelização e satisfação

This research investigates the management of customer relationships, highlighting the relevance of loyalty and satisfaction for the success of organizations. The study verifies how the literature has discussed the topic of relationship marketing in the aspects of prospecting, maintenance and the bonds established with customers. To this end, the methodology of critical analysis of current literature was adopted, taking into account strategies and tools such as Customer Relationship Management (CRM), which enables the personalization of service and the integration of information, resulting in positive experiences for consumers. The results indicate the identification of effective practices in relationship management, in addition to suggesting the improvement of business strategies. The research concludes that loyalty has a positive effect on financial performance, contributing to cost reduction and increased value over time.