Marketing de relacionamento: estudo de uma empresa de bebidas não alcoólicas e seu canal de vendas supermercadista

Abstract

In this study, the researchers explore the relationship strategies implemented by a non-alcoholic beverage company within its retail channel, especially in the supermarket context. The research gains significance given the significant influence of retail sellers on consumers. The objective is to analyze the application of these strategies by the manufacturer and how they are perceived by retail representatives, aiming to better understand the process and contribute to its evolution. To achieve these goals, an exploratory qualitative approach was opted for, using secondary sources such as books, scientific articles, and publications in specialized journals. From these sources, a theoretical framework was built, and a relationship marketing analysis model was outlined, including pillars such as satisfaction, perceived quality, trust, commitment, and loyalty. Additionally, semi-structured interviews were conducted with six professionals in the field, with three representing the beverage brand, while the remaining represented three supermarket networks. The content of the interviews was analyzed using content analysis technique for a triangulation approach between the theoretical concepts, the supplier, and the channel, integrating theory with interview results, and verifying possible connections. The research results, involving the manufacturer and its retailers, indicate that the strategies are predominantly geared towards aiding short-term sales, promoting rapid product turnover but with no residual effects. This approach may pose a hindrance to the long-term sustainability of the value chain, given that it leads to ephemeral relationships, deviating from the principles of

relationship marketing, which seeks to stimulate satisfaction, commitment, and loyalty in long- term relationships. Thus, this study identifies opportunities to enhance existing strategies,

making them more suitable and effective with retail sellers. Finally, discussions on these results are presented in the context of relationship marketing theory, along with managerial implications for marketing professionals and organizational managers.