Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear

Authors

  • Kátia Pinheiro Lamarca IED São Paulo
  • Katherine Sresnewsky FEA-USP
  • Alexandre Barreto Universidade de São Paulo, Brasil

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2014.v6i1.160

Keywords:

Relationship marketing, Business-to-business, Multi brand, Clothing

Abstract

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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Author Biographies

Kátia Pinheiro Lamarca, IED São Paulo

Mestranda em Têxtil e Moda pela Universidade de São Paulo, Brasil

Professora do IED São Paulo, Brasil

katialamarca@yahoo.com.br

Katherine Sresnewsky, FEA-USP

Mestranda em Administração pela Universidade de São Paulo, Brasil

Published

2014-06-30

How to Cite

Lamarca, K. P., Sresnewsky, K., & Barreto, A. (2014). Relationship Marketing: An Analysis of Relationship Business-To-Business at Multi Brand Retailers From Surfwear. Future Studies Research Journal: Trends and Strategies, 6(1), 111–131. https://doi.org/10.24023/FutureJournal/2175-5825/2014.v6i1.160

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