O papel da liderança no processo de satisfação e fidelização de clientes nas organizações comerciais: um estudo de caso

Abstract

This dissertation suggests, through an exploratory research, the study of the role of the leader in the retail segment. Based on the bibliography found, the classical theories of leadership, the existing types, how they act, and how they interfere in the managing process of an organization were identified. In the study of commerce, in addition to its historical aspect and natural evolution, we have also considered the current difficulties of the sector competitiveness, adequacy to technological advancements consumer market changes and the behavior of today’s consumer. The research used ‘ Casa Joka’ a retail shop as its field study for the development of its qualitative and quantitative methodology interview techniques and a list of questions to be answered by the owners, employees and customers were used according the bibliography studied. The material collected an studied, made it possible to outline the leadership characteristics of a businessman in commerce, his behavior in relation to employees and customers and attitudes to client satisfaction and fidelity.