With the growing competition between companies for excellence in the market, the
development of techniques for conquering and retaining consumers is increasingly developing.
Thus, it is noteworthy the companies' efforts to survive in the market or even to stand out against
the competition, focusing on customer retention. To this end, customer relationship
management comes as a way of focusing on your customers, getting to know them and
providing them with a service or product that will make them happy and retain them in the
company. In this sense, this study sought to identify the perception of customer relationship
management in the academies of Palmas -TO, as it is a well-attended branch in the city. The
research was descriptive and exploratory, with a quantitative study approach. It was used a preapproved questionnaire, but with items adapted to the reality of the gyms of the municipality
where the research was conducted. This questionnaire, divided into two parts, the first with 7-
point Likert scale response alternatives, and the second, through 3 questions, checked the items
considered essential for academy students. Based on the research, it could be concluded that
the analyzed academies have a good customer relationship management, because, according to
the students, the items that generate them satisfaction in the academies are easily found.
Regarding the items of relevance and essential for customers, the highlights were services and
infrastructure and commitment to customers. Value-adding services handled through up-selling
and cross-selling shared opinions, price was an attractive item with sub-forms of payment and
promotions, and technology-driven items proved to be of little relevance or not essential for
retention. from the students.
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