The theme of relationship marketing is an important tool for organizations of the branch of electronics survive today. This article has been brought by AC Monografias e Pesquisas - Monographs and Researchs

However, it appears that in many companies in the electronics industry, this kind of relationship that has many points of failure, especially when it comes to a post service, where there is concern about customer satisfaction.

It stresses that a good relationship with the customer is of utmost importance in all processes of an organization of health, mainly electronics, from receipt of care, even those who have no direct contact with the customer ..

Given the competitive scenario in which organizations whose success depends on the speed at which changes are made, the issue of relationship marketing gained prominence as a way of acting and organizations to be a differential. Therefore, a customer can return well served when necessary and make new customers.

Therefore, for organizations comply with the requirements and survive in the market, the need and are driven to their bases and retrain its forces professionals. With the globalization of markets in distributing the information with great speed, constant technological innovations, which products increasingly comoditizados and increasingly demanding customers.

The world is full quota of changes and transformations that what is produced and sold today, tomorrow may be left behind for a new fashion or idiom. This should be a very preocupation to all companies of education and learning, for instance

The emergence of new competitors with products and services competitive in the marketplace is changing scenario in the business world and traditional businesses. Organizations that were previously synonymous with strength came across great difficulty in approaching activities.

Amid this competition, many businesses and professionals to ensure their market share invested in modern technology and innovative production of new products. But he forgot to invest in the most important factor in an organization: the customer relationship.

The customer is the one who dictates the rules of the game. Surgindo hence the need to invest in marketing relationship. For his feature is the ongoing identification process and the creation of new values with individual customers and the distribution of its benefits over a lifetime of collaboration, providing the organization with a difference of being able to compete and win new customers, thereby solidifying his organization.

The relationship marketing is able to offer companies in a number of important advantages, such as the development of loyalty among customers, have an environment which fosters innovative solutions to establish a conducive place to test new ideas and align company with customers who value it has to offer. (NAR, 1999, p. 106).

Amid all this change and increased competitiveness, companies adapt to new management strategies, understood the importance and necessity of using relationship marketing, as a working tool for survival and longevity of any company .

The marketing relationship with an organization can offer terms to the company to meet the needs and preferences of its customers in order to identify the strengths, mainly neutral and the disabled in their organization, or even those of its competitors can copy and and even improve and learn from their mistakes and avoid falling into them. Therefore, the objective of this study is to highlight the importance and necessity of Marketing Relationship with the customer in an organization based on the analysis of theories and stories of the reality of business.

Se cree that this study will contribute to the quest for efficiency in the organizations of the branch of electronics, as it proposes the creation of projects to improve the organizations whose goal is to try to manage continuous improvement. Knowing the degree of customer satisfaction with the establishment (in quality care, products that are supplied, prices, etc.). To find out what their preferences, what kind of products to use, as is their way of life, can do with the company in the electronics industry is anticipating to competitors.

In addition must never forget that more important than attracting new customers is to make sporadic customers become loyal customers. After all, a satisfied customer can return, and even put another client, because the opposite could be catastrophic. One unhappy customer can make other people familiar with the negative image of the organization.

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The pace accelerated, turbulent and changing has required significant changes in e-business where the importance and necessity of marketing for customer relationship emerges as a promising alternative, because with the information obtained from this relationship companies can make a difference strategic organizations or even reformulate their management models.

In this atmosphere of high competitiveness, the branch of the organizations that adopt electronic marketing, customer relations define the profile of its customers, the company will be able to anticipate their administration, sales strategy, types of products sold, forms, receipts, payments and so on. and thus ensure their market share.