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Estratégia para a captação e fidelização de sócios no Club Baloncesto Breogán: uma abordagem de marketing relacional
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Este estudo foca-se na análise de dois conceitos: marketing relacional e fidelização de
clientes. O marketing relacional é uma abordagem que visa criar e manter
relacionamentos duradouros e personalizados com os clientes, ao invés de simplesmente
focar na venda de produtos ou serviços. Esta estratégia coloca o cliente no centro da
empresa, promovendo a interação contínua e a construção de confiança ao longo do
tempo. A fidelização de clientes, por sua vez, refere-se ao processo de manter os clientes
atuais e transformá-los em leais defensores da marca, garantindo a sua continuidade e
aumentando o valor do cliente ao longo da sua vida.
No contexto desportivo, estas duas estratégias são fundamentais para o Club Baloncesto
Breogán, que procura não só captar novos sócios, mas também manter um vínculo
emocional e contínuo com a sua base atual de adeptos. A combinação de marketing
relacional com a fidelização de clientes permite criar uma comunidade ativa e
comprometida, essencial para o crescimento e a sustentabilidade a longo prazo do clube.
This study focuses on the analysis of two key strategies: relational marketing and customer loyalty. Relational marketing is an approach aimed at creating and maintaining long-term, personalized relationships with customers, rather than simply focusing on the sale of products or services. This strategy places the customer at the center of the company, promoting continuous interaction and building trust over time. Customer loyalty, on the other hand, refers to the process of retaining current customers and turning them into loyal advocates for the brand, ensuring their continued engagement and increasing the customer’s lifetime value. In the sports context, these two strategies are essential for Club Baloncesto Breogán, which seek not only to attract new members but also to maintain an emotional and lasting connection with their fan base. The combination of relational marketing with customer loyalty enables the creation of an active and committed community, crucial for the growth and long-term sustainability of the club.
This study focuses on the analysis of two key strategies: relational marketing and customer loyalty. Relational marketing is an approach aimed at creating and maintaining long-term, personalized relationships with customers, rather than simply focusing on the sale of products or services. This strategy places the customer at the center of the company, promoting continuous interaction and building trust over time. Customer loyalty, on the other hand, refers to the process of retaining current customers and turning them into loyal advocates for the brand, ensuring their continued engagement and increasing the customer’s lifetime value. In the sports context, these two strategies are essential for Club Baloncesto Breogán, which seek not only to attract new members but also to maintain an emotional and lasting connection with their fan base. The combination of relational marketing with customer loyalty enables the creation of an active and committed community, crucial for the growth and long-term sustainability of the club.
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Marketing Relacional Fidelização de Clientes Marketing desportivo Relational Marketing Customer Loyalty Sports Marketing