We know that attendance is who goes to say if that customer goes to remain in the company or not. Nowadays many companies make attendance difference depending on the customer, if the customer will have a favorable financial condition, will be taken care of better if pssimo will not have will have one attendance. This fact occurs generally in the hospitals, for example, who has a health plan is taken care of of a form, who does not have is taken care of of another one. To solve this problematic one she is necessary that the managers invest in the qualification of its employees, so that they understand that the customers must take care of to all well, independently of the social status. 3.5 To understand the customer to generate satisfaction Is impossible to satisfy customers without before knowing its profile, its real necessities, expectations, desires, etc. the understanding of the customer is essential to generate satisfaction, an important item that it must be analyzed to know the customer well is the cultural question, that is, its real customs, beliefs and habits, everything this will influence. According to Bretzke (2002), it is not possible to establish a relation with somebody without before knowing it of deepened form. In this direction, it is extremely necessary to know and to understand all the customers of the organization.

The more the company possesss information on its customers more possibility it will have to please them. Therefore, the information, or better, the relationship is essential inside of the organizations in the generality, therefore it is the only form to make with that the customers keep faithful the company for all life. 3.6 The retention of the customer the retention is a tool used for the relationship marketing, to hold back means, therefore to narrow bows and to fortify relation. This action makes with that more are known the customer, and consequently the company produces one better attendance, making with that the customer beyond being customer becomes friend of the company. Furlong (1994) considers a model for the retention of customers, composition for three parts: mobilization of the people and the organization in favor of the retention of customers, elaboration of the organizacional commitment stops with the retention of the customer and the organizacional integration. The considered model has for support the principle-key of individual responsibility, orientation for the action and organizacional adaptability. Finally, we conclude this chapter giving emphasis to the relationship marketing, as a tool that is essential for all the organizations. It is not a choice question, it is a necessity of all, case they want to remain acting in the market where it acts. 4 METHODOLOGY In this chapter, we will see the type of study and the description of the covered metodolgico way in the research for the elaboration of the TCC, beyond telling the covered stages, specifying the instruments used for the collection of data: Characterization of the Project: This research is characterized as a study of exploratrio case. According to Mattar (2001, P.