Relações públicas e a experiência do cliente no ambiente digital: um diferencial estratégico para pequenos varejos

Abstract

This study investigates the strategic role of Public Relations in shaping customer experience within the context of small digital retail businesses. In the face of increasingly demanding and connected consumers, small companies face the challenge of differentiating themselves not only through their product offerings but also through the quality of their interactions and the symbolic bonds established with their audiences. In this scenario, customer experience emerges as a relational strategy capable of generating perceived value, fostering loyalty, and enhancing competitiveness. The research, qualitative, descriptive, and exploratory in nature, adopts a case study methodology focused on the Yang Modeladores franchise - São Pelegrino unit in Caxias do Sul - using interviews, document analysis, and observational content analysis on Instagram. Thematic analysis of the data allowed for an understanding of how the communication practices adopted influence the brand's perceived value. The study confirms that, in small digital retail, the articulation between customer experience and Public Relations represents an effective strategy for differentiation, loyalty, and the construction of lasting symbolic value. [resumo fornecido pelo autor]