Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Future Studies Research Journal: Trends and Strategies |
Texto Completo: | https://www.revistafuture.org/FSRJ/article/view/160 |
Resumo: | In the current market environment, a good relationship with clients proves to be an essential item to be worked on maintaining competitive advantages. Especially in relationships business-to-business, between retailers and their suppliers where transactions have high economic value. The level of difficulty in managing this relationship further increases in multi brand companies, which have high offer from suppliers. Therefore, this article aims to study the degree of satisfaction of multi brand retailers in surfwear apparel segment when it comes to the relationship with their suppliers. The survey was applied to a closed mailing of companies in the sector, and the responses were analyzed to verify the accuracy of the hypotheses raised by the authors, from the previously studied literature. Specific items on the actions of relationship marketing have had higher degree of dissatisfaction, and presented interesting links between the degree of satisfaction of retailers and the years of relationship with the supplier, the number of stores and the volume of purchases effected. |
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Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From SurfwearMarketing de Relacionamento: Uma Análise das Relações Business-To-Business em Varejistas Multimarcas do Segmento SurfwearRelationship marketingBusiness-to-businessMulti brandClothingMarketing de relacionamentoBusiness-to-businessMultimarcasVestuárioIn the current market environment, a good relationship with clients proves to be an essential item to be worked on maintaining competitive advantages. Especially in relationships business-to-business, between retailers and their suppliers where transactions have high economic value. The level of difficulty in managing this relationship further increases in multi brand companies, which have high offer from suppliers. Therefore, this article aims to study the degree of satisfaction of multi brand retailers in surfwear apparel segment when it comes to the relationship with their suppliers. The survey was applied to a closed mailing of companies in the sector, and the responses were analyzed to verify the accuracy of the hypotheses raised by the authors, from the previously studied literature. Specific items on the actions of relationship marketing have had higher degree of dissatisfaction, and presented interesting links between the degree of satisfaction of retailers and the years of relationship with the supplier, the number of stores and the volume of purchases effected. No atual ambiente de mercado, um bom relacionamento com clientes mostra-se um item essencial a ser trabalhado na manutenção de vantagens competitivas. Especialmente nas relações business-to-business, entre varejistas e seus fornecedores, onde as transações possuem alto valor econômico. O nível de dificuldade em gerenciar este relacionamento aumenta ainda mais em empresas multimarcas, que possuem alta oferta. Sendo assim, o presente artigo objetiva estudar qual o grau de satisfação dos varejistas multimarcas no segmento de vestuário surfwear, quando se trata do relacionamento com seus fornecedores. Foi aplicado questionário em um mailing fechado de empresas do setor, e as respostas foram analisadas para verificar a veracidade das hipóteses levantadas pelos autores, a partir da bibliografia previamente estudada. Itens específicos sobre as ações de marketing de relacionamento obtiveram maior grau de insatisfação, além de apresentadas ligações interessantes entre o grau de satisfação dos lojistas e seu tempo de relacionamento com o fornecedor, o número de lojas que possui e o volume de compras que efetua. Future Studies Research Journal: Trends and Strategies2014-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/16010.24023/FutureJournal/2175-5825/2014.v6i1.160Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 1 (2014): Future Studies Research Journal; 111-131Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 1 (2014): Future Studies Research Journal; 111-1312175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAengporhttps://www.revistafuture.org/FSRJ/article/view/160/260https://www.revistafuture.org/FSRJ/article/view/160/259Copyright (c) 2014 Future Studies Research Journal: Trends and Strategiesinfo:eu-repo/semantics/openAccessLamarca, Kátia PinheiroSresnewsky, KatherineBarreto, Alexandre2015-06-16T15:53:27Zoai:ojs.future.emnuvens.com.br:article/160Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2015-06-16T15:53:27Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false |
dc.title.none.fl_str_mv |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear Marketing de Relacionamento: Uma Análise das Relações Business-To-Business em Varejistas Multimarcas do Segmento Surfwear |
title |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
spellingShingle |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear Lamarca, Kátia Pinheiro Relationship marketing Business-to-business Multi brand Clothing Marketing de relacionamento Business-to-business Multimarcas Vestuário |
title_short |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
title_full |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
title_fullStr |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
title_full_unstemmed |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
title_sort |
Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear |
author |
Lamarca, Kátia Pinheiro |
author_facet |
Lamarca, Kátia Pinheiro Sresnewsky, Katherine Barreto, Alexandre |
author_role |
author |
author2 |
Sresnewsky, Katherine Barreto, Alexandre |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Lamarca, Kátia Pinheiro Sresnewsky, Katherine Barreto, Alexandre |
dc.subject.por.fl_str_mv |
Relationship marketing Business-to-business Multi brand Clothing Marketing de relacionamento Business-to-business Multimarcas Vestuário |
topic |
Relationship marketing Business-to-business Multi brand Clothing Marketing de relacionamento Business-to-business Multimarcas Vestuário |
description |
In the current market environment, a good relationship with clients proves to be an essential item to be worked on maintaining competitive advantages. Especially in relationships business-to-business, between retailers and their suppliers where transactions have high economic value. The level of difficulty in managing this relationship further increases in multi brand companies, which have high offer from suppliers. Therefore, this article aims to study the degree of satisfaction of multi brand retailers in surfwear apparel segment when it comes to the relationship with their suppliers. The survey was applied to a closed mailing of companies in the sector, and the responses were analyzed to verify the accuracy of the hypotheses raised by the authors, from the previously studied literature. Specific items on the actions of relationship marketing have had higher degree of dissatisfaction, and presented interesting links between the degree of satisfaction of retailers and the years of relationship with the supplier, the number of stores and the volume of purchases effected. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-06-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/160 10.24023/FutureJournal/2175-5825/2014.v6i1.160 |
url |
https://www.revistafuture.org/FSRJ/article/view/160 |
identifier_str_mv |
10.24023/FutureJournal/2175-5825/2014.v6i1.160 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/160/260 https://www.revistafuture.org/FSRJ/article/view/160/259 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
dc.source.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 1 (2014): Future Studies Research Journal; 111-131 Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 1 (2014): Future Studies Research Journal; 111-131 2175-5825 reponame:Future Studies Research Journal: Trends and Strategies instname:Fundação Instituto de Administração (FIA) instacron:FIA |
instname_str |
Fundação Instituto de Administração (FIA) |
instacron_str |
FIA |
institution |
FIA |
reponame_str |
Future Studies Research Journal: Trends and Strategies |
collection |
Future Studies Research Journal: Trends and Strategies |
repository.name.fl_str_mv |
Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA) |
repository.mail.fl_str_mv |
|
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