Relationship marketing in building customer loyalty: a case study in a banking agency in the hinterland of ceará, Brazil

The present study brings a deepening of relationship marketing practices applied in a banking agency of the state of Ceara, focused on customer loyalty and retention of clients in the identification regarding the perception of trust and loyalty of consumers of banking services. This is a case study, descriptive and exploratory. As to the approach leverages from the quantitative and qualitative method. Where used the instrument for data collection, two questionnaires, one applied to population of the employees of the agency studied, and the other to a purposeful sample of clients of the segment "classic and exclusive" face greater accessibility. Having as inclusion criterion for all survey participants have above 18 years, agree to participate in free and spontaneous will, and in both cases to be in the seat to be as effective or customer to more than three 03 years. The results were compiled as main actions of relationship marketing, in the perspective of the majority of customers, as a priority the quality care, followed by the credibility and trust passed by care and transparency, were indicated as being essential values to the banking service, overtaking the rates regarding promotions. Customers in their majority are satisfied with the services provided by the banking agency and indicate the bank as reference for friends and family. Already in the perspective of the employee promotions help to bring the client company with shares in communication through links, MSM, and mail, among others and that the feedback data by customers are always well seen and executed whenever provides a well be fined, and they are always made meetings to better meet customer promoting trust and credibility in their actions and surpassing their expectations, thereby improving the image of the company before customers and making it the faithful through various actions of relationship marketing.