Análise dos benefícios das ações de marketing de relacionamento no intermediário: um estudo de caso em uma distribuidora de autopeças cearense

Abstract

The present research aimed to identify the benefits presented by the adoption of relational marketing by a medium-sized auto parts distributor in Ceará, which is, therefore, a current and relevant topic. Thus, the study is based on a descriptive research, with a qualitative approach and the form of investigation was a case study. As for the collection instruments, the interview, questionnaire, observation and documents provided by the company were used. The managers' vision and the employees' vision of relational marketing in the company were more accurately perceived, clearly identifying how marketing actions, such as loyalty programs, actions on commemorative dates and sales campaigns for employees and customers, impact in the performance of the sales team. The benefits identified for the company and supplier are varied, such as loyalty, creation of an active communication channel and value offer, generation of mutual goals, safety and quality of the product offered. It was also verified how the incentive campaigns and the presence of the supplier generate significant results in the sales growth of employees. In addition, it made it possible to understand the limitations of the studied process.