K FAMILY: A relationship marketing study of gym chain from Paraiba.

Authors

Keywords:

Relationship marketing, Gym., Customers.

Abstract

Relationship marketing has been a success factor in organizations, as it consists of developing a satisfactory relationship with customers with the intention of creating long-term bonds. Therefore, this work has the general objective of analyzing the perception of managers and customers in relation to relationship marketing practiced by the K gym in the city of João Pessoa - PB. Methodologically, a qualitative approach was adopted and data collection took place through structured interview scripts with the participation of the manager and students. The method chosen was content analysis, based on the categories: customer loyalty, highest value customer, benefits offered, personalized and two-way communication, use of database, understanding of customer needs, personalization of services. As a result, it was found that both the manager and the students have a positive perception of the relational marketing developed by the researched gym, considering that it is ahead in this type of market in the region where it operates. It is noticed that the establishment is not accommodated with its position, aiming to present the best for its customers.

Author Biographies

Layse Kelly Costa Tavares da Silva, Centro Universitário de João Pessoa - UNIPÊ

Bacharel em Administração pelo Centro Universitário de João Pessoa - UNIPÊ.

Janayna Souto Leal, Universidade Federal da Paraíba - UFPB

Doutoranda em Administração pela Universidade Federal da Paraíba - UFPB, Mestra em Administração pela Universidade Federal da Paraíba - UFPB (2018), Mestra em Gestão do Potencial Humano pelo Instituto Superior de Gestão, ISG, em Portugal (2013), Especialista em Gestão Estratégica de Pequenas e Médias Empresas pela Universidade Federal de Campina Grande - UFCG (2009) e Graduada em Administração pela Universidade Estadual da Paraíba (2008). 

João Batista Soares Neto, Universidade Federal da Paraíba - UFPB

Doutor e mestre em administração, com ênfase em marketing, pela UFPB (2017) e pela UFRN (2007), respectivamente. Especialista em Gestão Empresarial pela Fundação Getúlio Vargas (2004) e Graduado em administração pela Universidade Federal da Paraíba (2002). 

Published

2022-09-20

How to Cite

Silva, L. K. C. T. da, Leal, J. S., & Soares Neto, J. B. (2022). K FAMILY: A relationship marketing study of gym chain from Paraiba. Perspectivas Contemporâneas - Contemporary Perspectives, 17(1), 1–20. Retrieved from https://revista2.grupointegrado.br/revista/index.php/perspectivascontemporaneas/article/view/3120

Issue

Section

Complete Article or Original Article