Relações públicas e a gestão estratégica do relacionamento com clientes: um estudo de caso da Tramontina Garibaldi Indústria Metalúrgica S.A.

Abstract

Organizational competitiveness demands from companies a continuous search for improvements and differentials in their processes, which is why keeping customers and winning new ones has become so important. In this context, good relationships play an essential role in customer loyalty. It is from this perspective that this academic research aimed to understand the importance of communication in the process of building and consolidating commercial relationships, more specifically, the work analyzed the relationship practices established with Tramontina Garibaldi S.A.'s customers. Therefore, it was employed a qualitative methodology, which used as a data collection technique interviews with salespeople and managers of the company's commercial sector. A qualitative survey was also applied through the Google Forms platform, sent to one hundred and fifty customers in the company's portfolio. From the analysis and comparison of the responses obtained, it was possible to conclude that public relations strategies tend to bring the parties together in a business, harmonize commercial relationships and create an enabling environment for both the organization and the customer to achieve their goals. [resumo fornecido pelo autor]