Análise da influência do marketing de relacionamento e a satisfação do cliente: um estudo comparativo em duas clínicas de Pilates na cidade de Formiga-MG

In recent years, the growing search for quality of life and well-being has driven the practice of physical activities, such as Pilates, in large and small cities, including Formiga-MG. This demand highlights the importance of effective relationship marketing strategies, and an indepth understanding of customer needs to ensure customer satisfaction and loyalty. This study had the general objective of investigating customer satisfaction at two Pilates clinics in the city of Formiga-MG, analyzing the factors that most influence their perception of quality and the strategies that impact loyalty. As specific objectives, we sought to: 1) Analyze the profile of regulars, understanding their consumption patterns and lifestyle; 2) Compare satisfaction with the service offered by each clinic; and 3) Verify how relationship marketing strategies influence customer loyalty. This study used a methodological approach based on bibliographical research, which provided the necessary theoretical basis, descriptive research and case study. Data collection took place through face-to-face questionnaires admiministered to clients and an online questionnaire directed to clinic representatives. The data was analyzed in Excel, allowing the identification of relevant patterns and insights.The results indicated that, in general, patients are satisfied with the services, with emphasis on the quality of care and the personalization of interactions, essential aspects for relationship marketing. However, areas requiring improvement were identified, such as the need to expand communication channels, implement promotions and diversify loyalty strategies. These observations provide clinic managers with resources to improve their services, strengthening relationships with clients and consolidating their position in the competitive health and well-being market.