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

Kátia Pinheiro Lamarca, Katherine Sresnewsky, Alexandre Barreto


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. 


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


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