ANÁLISE DO MARKETING DE RELACIONAMENTO NAS MÍDIAS SOCIAIS DIGITAIS DE UMA INSTITUIÇÃO BANCÁRIA

Abstract

Faced with a highly competitive scenario that pressures organizations to adapt to new technologies, marketing is presented as a fundamental area for conquering and retaining customers. Particularly, relationship marketing has stood out as a great ally of organizations, based on satisfying needs, establishing relationships and building customer loyalty. In this context, banking institutions have expanded their self-service channels, virtually, with the aim of improving their relationships with their users, as well as admitting digital social media as facilitating tools in the communication process between company and consumer, mainly in the promoting your banking products. Given the above, the objective of this article is to analyze the use of relationship marketing in the official profiles of the banking institution Itaú Personnalité, in the digital social media Facebook and Instagram. In order to respond to the objective of analyzing the use of relationship marketing strategies in the official profiles of the institution in the digital social media Facebook and Instagram, this research is characterized as a case study, descriptive and with a mixed approach, since makes use of quantitative and qualitative methods. It was found that the banking institution Itaú Personnalité uses social media (Facebook and Instagram) to maintain a broad and lasting relationship with its customers. Having been shown that the Facebook page had a higher level of interaction and engagement, which can be explained by the high number of followers when compared to Instagram. In this way, it is clear that the relationship based on social media has been a strategic and fundamental practice for the bank under study.