O CIDADÃO E A PREFEITURA DE ITAPERUNA RJ: A IMPORTÂNCIA DO MARKETING DE RELACIONAMENTO

The study refers to the relationship between the citizen and the municipality of Itaperuna. The purpose of this paper is to answer the following problem: Is it necessary to encourage relationship marketing in Itaperuna City Hall? Its overall goal is to show the importance of relationship marketing to the city. The specific objectives were also defined to define the concept of marketing, relationship marketing, public services and service with a theoretical-scientific approach and to describe techniques for excellent service. This research is classified as bibliographic and titled a case study. It was found that through this study the city can better manage information, understand the need for taxpayers, frustrations, ideas and thus focus on fully personalized and attentive service, and tightening ties and showing that the city is really concerned about the user.