Post-salesserviceandcustomerloyalty: case studyin aMastercardPharmacy
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Abstract
In the current market, the after-sales service can be considered a competitive differential capable of helping companies in the loyalty of their customers. Faced with the large number of existing pharmacies, magistrate pharmacies are seeking a competitive differential for customer retention, since only offering affordable medicines or quality products no longer contributes to attracting new clients or maintaining the existing ones. The purpose of this study was to evaluate how the after-sales service can contribute to the loyalty and retention of customers of a pharmacy of manipulation, including its use as a tool to support business. To measure the results, the quantitative approach was used, through descriptive research and case study. For the data collection, a structured questionnaire was used, applied to the clients of the organization. The results presented demonstrate that the current consumer values and tends to prefer organizations that use after-sales services
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