Factors influencing the loyalty process of consumers to agribusiness companies

Companies with an innovative agribusiness profile are looking for improvements that go beyond good customer service aiming at loyalty. Thus, the objective of this study was to analyze how a company linked to the sector of agricultural machinery and implements has inserted the modernization process with yours customers and to verify if it has provided greater satisfaction and loyalty. This research was conducted using an exploratory approach through literature review and case study. Questionnaires were applied to clients and employees of executive positions of a company that resells agricultural machinery and implements, located in Brazil, from January 2019 to April 2019.Comparisons were made using tests of means and centesimal reasons. This study demonstrated the direct relationship between the quality of services provided and the levels of trust achieved, reflecting on customer fidelity. It was also found that in the rural marketing mix focused on customer loyalty, reference marketing stands out, followed by digital. It was demonstrated that success of agribusiness enterprises is related the active acting of yours executives throughout the competitive intelligence process, especially after sales.