MEMBERSHIP MARKETING AND THE USE OF TECHNOLOGIES FOR CUSTOMER RETENTION

Abstract

This article aims to analyze how adhesion marketing, combined with the use of technologies, can be an effective strategy for customer retention in organizations. The research was conducted through an exploratory, bibliographic, and qualitative methodological approach, allowing for an in-depth understanding of the topic. The results indicated that the use of loyalty strategies, such as reward programs, personalized service, and digital technologies (CRM, marketing automation, digital channels), significantly contributes to strengthening the relationship between company and consumer. Furthermore, it was found that after-sales service and the use of data to personalize offers are key elements in increasing customer loyalty. The analysis also highlighted examples of companies that successfully adopt adhesion marketing, such as Avon, Amway, and Mary Kay. It is concluded that the integration of technology, customer relationship management, and loyalty strategies is essential for companies seeking to enhance their competitiveness and promote continuous customer satisfaction.