Relationship marketing: using digital tools to retain customers in small language schools Eliane Miranda de Andrade, Priscila Ribeiro Santos

Abstract

This study analyzed the practice of relationship marketing using digital tools in two small language schools located in the ABC Paulista region, in order to observe how virtual tools contribute to the process of communication, relationships and, ultimately, loyalty of the end consumer, the student. The objective of the study was to identify the digital tools used, analyze the most efficient ones, as well as the before and after use of the tools. The methodological procedures were based on bibliographical study and electronic consultation, in addition to field research. The study concluded that the small schools investigated understand the importance of ongoing relationships with students to achieve loyalty, and recognize the efficiency and agility in communication that digital tools provide for the segment.