MARKETING E RELACIONAMENTO

The general objective of this study is to analyze how relationship marketing has been used to build customer loyalty. To achieve the proposed objective, this study used a systematic and integrative literature review as a methodology that briefly discusses relationship marketing and customer loyalty. The databases available for the research were Scielo, Google Scholar, and alternative searches in Google using the keywords present in this summary. Based on the proposed theme, the studies were categorized, analyzed, and interpreted, and after identification, 23 studies considered relevant to the study objective were selected. After analyzing the proposed studies, it was concluded that relationship marketing has been explored in several sectors, demonstrating its relevance as a loyalty method. Customer Relationship Management – ​​CRM should be mentioned as an element used in the implementation of customer loyalty strategies due to its low cost.