A study on customer loyalty in the fashion retail segment

Abstract

This paper aims to identify effective methods for customer loyalty in fashion retail companies. Specifically, we approach the concept of relationship marketing and existing implementation tools, selecting the most suitable for the fashion retail market. The research conducted is qualitative and exploratory, with a case study performed within a company in order to analyze the clients’ frequency rate.

Keywords

• fidelização
• marketing de relacionamento
• varejo
• moda