Please use this identifier to cite or link to this item: http://repositorio.ufla.br/jspui/handle/1/13460
Title: Relacionamentos de marketing em empresas varejistas: aspectos positivos e negativos
Other Titles: Relationship marketing in retail companies: positive and negative aspects
Keywords: Marketing de relacionamento
Empresas varejistas - Trocas comerciais
Pequenas empresas
Relationship Marketing
Retail companies - Exchange
Small business
Issue Date: Jul-2013
Publisher: Revista Brasileira de Marketing
Citation: LOURENÇO, C. D. da S.; SETTE, R. de S. Relacionamentos de marketing em empresas varejistas: aspectos positivos e negativos. Revista Brasileira de Marketing, São Paulo, v. 12, n. 3, p. 152-178, jul./set. 2013.
Abstract: The objective of this study is to understand the relationship of trade from the perspective of customers, employees, and owners of retail companies. The research is qualitative, and was done using ethnography as a method. Data were collected in five retailers of a small city in southern Minas Gerais - a supermarket, a pharmacy, a bakery, a petrol station, and a shop for fresh produce - during the period of one year (December 2008 to December 2009). Participant observation and in-depth interviews were used as data collection techniques. For treatment of this data, we used the content analysis. Through this analysis, we identified that marketing relationships are made by both positive and negative aspects. However, the positive aspects are predominant, especially the fact that the cultivation of relationships in the retail companies analyzed is a natural occurrence and can therefore be characterized as "genuine." In theoretical terms, one of the main findings from this research is that relationship marketing can also bring negative implications for companies, confirming the findings of Grayson and Ambler (1999) when they assert that relationship marketing can bring benefits but also has inherent disadvantages. In management terms, we must highlight the key role that employees play in building lasting relationships. Thus, greater attention should be given to developing skills of those relationships that are face to face with the customer.
URI: http://repositorio.ufla.br/jspui/handle/1/13460
Appears in Collections:DAE - Artigos publicados em periódicos



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