This essay will refer to the Fábrica de Rendas Arp S/A and its main objective is to suggest actions to improve customer loyalty. A research was developed based on a series of interviews with sales representatives and management personnel. After thorough analysis of the interviews, na idea of the current situation of the company was obtained. It is evident that there is substantial room for improvement in certain areas of the corporation. During the process of the investigation, a model was created to reach an ideal level of customer loyalty. According to this model, customer loyalty is directly related to customer satisfaction, customer relationship management and marketing orientation. Each aspect of this model relates to a different public of the marketing micro-environment. Satisfaction applies directly to the client, orientation to management and customer relationship management to sales representatives. At the conclusion of the investigation, suggestions were proposed for the company to gain client loyalty which was the final objective of the project.