Fidelidade: estratégias de fidelidade em relação aos serviços contábeis

Abstract

Considering the market with consumers increasingly demanding and concerned about the pursuit of quality services, it is necessary that accounting organizations become focused on marketing strategies for the management of their business. The objective of this research was to identify marketing strategies in these firms, especially in relation to customer loyalty. In order to achieve this, support was sought in the following theoretical elements: marketing, marketing services, marketing strategies, relationship-marketing strategies for customer loyalty. In the methodological context, a qualitative descriptive research was carried out, through interviews with accounting offices in the city of Uberlândia-MG. The results show that accounting firms have marketing practices, but not strategically focused. Regarding the relationship, they understand the importance and establish practices to approximate the bond with the clients, aware of the importance of loyalty.