After-Sales in the Sports Supplementation Segment

Objective: In the sports supplement market, customer loyalty is a key competitive advantage for companies. The objective was to understand the factors that influence satisfaction and loyalty in the company's after-sales service. Theoretical Framework: The theoretical framework was developed based on the studies by Chen, Wang, and Zhang (2023); Garcia and Silva (2022); Johnson et al. (2023); Lima et al. (2023), and Souza and Almeida (2022). Method: In this context, this study was exploratory and qualitative, using a structured questionnaire as a data collection instrument. The form, consisting of 20 multiple-choice questions, was administered via Google Forms and sent to 600 contacts registered in the MGS Suplementos database, resulting in 100 valid responses. Results and Discussion: The results revealed that the target audience is predominantly male and single, with a high value for the reliability and exceptional service offered by the company. Competitive pricing and product variety were the main motivators for first-time purchases, while continuous efforts to improve services and products stood out as essential factors for customer loyalty. Research Implications: We conclude that investing in loyalty programs and personalized service are effective strategies for strengthening customer loyalty and increasing competitiveness in the sector, ensuring greater retention and trust in customer relationships. Originality/Value: This study contributed to the field of customer loyalty, as changes in consumer behavior impact loyalty strategies. Future research can explore the evolution of consumer perceptions over time through other perspectives, enabling an even deeper understanding of the factors that support customer loyalty and satisfaction.