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The process of loyalty generates directly countless steps until the real enchantment of retention is desired by the organization. This article aimed to identify the continuum systematic of use for the loyalty process and their daily practices of these tools of captivation and customer retention in a company of the agribusiness sector. With the main objective to analyze the possible factors that influence the loyalty and satisfaction of their customers, this work was based on their Methodology in searching of type exploratory and descriptive. Soon o it pertains to the type of data collection instrument the structured questionnaire applied to field outside the selected one and applied among twenty customers in a random order. It was verified through the collected and measured results that customers are satisfied, regarding the quality service (75%) and post-sales (80%). However the company should have a greater attention on the qualification of the consultants in meeting their clients, where it was discovered that a good share of them are not satisfied with the qualification (35%), revealing the absence of loyalty and models of relationships with the customers.

Uma Análise no Processo de Fidelização de Clientes: o Caso de uma Empresa no Segmento de Agronegócios