Serviços ao cliente e marketing de relacionamento: um estudo nos mini-mercados de Passo Fundo - RS

• Ano de defesa: 2007
• Autor(a) principal: Meurer, Aline Mara
• Orientador(a): Slongo, Luiz Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING DE RELACIONAMENTO; SERVIÇOS AO CLIENTE; PEQUENAS EMPRESAS - ADMINISTRAÇÃO
• Link de acesso: http://hdl.handle.net/10923/1107

Over the last two decades, mainly, factors such as technological evolution, market opening, economic growth, among others, stimulate the competitiveness in the industry, increasing, consequently, the need for offer differentiations from the companies. This context, marked by uncertainties in the decision making process, make the sustainable commercial relationships, set among the channel participants, get more importance, making the development of strategic partnerships and mutual cooperation essential to the companies that wish to improve their competitiveness in the market. This paper aimed to examine the existing relationships between the service delivered to the clients and the Relationship Marketing in the ongoing transactions between the grocery stores in the city of Passo Fundo – RS and their main suppliers. The measurement of the Relationship Marketing was carried out through the scale proposed by Wilson and Vlosky (1997). The level of the customer services was verified through service indice generated on proper methodology, focusing on grocery stores managers. The outcomes showed that the relationship between grocery stores owners and their suppliers is fragile, except in the case of the commitment dimension. Through Multiple Regression it was assessed the influence of customer services on the Relationship Marketing, which allowed to identify that the customer services present influence on the relationship marketing in this study channel.