Marketing de relacionamento junto a consumidores finais: um estudo exploratório com grandes empresas brasileiras

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DOI: https://doi.org/10.1590/S1415-65552006000100005
Keywords:
relationship marketing, organizational culture, strategy, operation

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André Cauduro D'Angelo
Universidade Federal do Rio Grande do Sul
Heleno Schneider
Universidade Federal do Rio Grande do Sul
Juliano Aita Larán
University of Florida Marketing Department

Abstract

Relationship marketing is a corporative philosophy that aims at building and keeping long-term individual relationships with clients. In corporative and customer markets it demands cultural, strategic and operational actions aligned with its principles. This article describes and analyzes how big Brazilian companies are developing relationships with final customers vis-à-vis the theory-in-use recommendations. The results - obtained through 19 in-depth interviews - indicate that companies use relationship marketing in a partial way, having difficulties in all of its dimensions. Despite the fact that companies are aware of its importance, they are not able to insert relationship marketing into their organizational culture and strategy, putting more importance on operational tools. The article analyses the possible causes for the identified gaps, and suggests reviewing the relevance of the theory-in-use of this Marketing field.

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How to Cite
D’Angelo, A. C., Schneider, H., & Larán, J. A. (1). Marketing de relacionamento junto a consumidores finais: um estudo exploratório com grandes empresas brasileiras. Journal of Contemporary Administration, 10(1), 73-93. https://doi.org/10.1590/S1415-65552006000100005
Issue
Vol. 10 No. 1 (2006): Jan/Mar - 2006
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biographies

André Cauduro D'Angelo, Universidade Federal do Rio Grande do Sul

Mestre em Administração/Marketing pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade Federal do Rio Grande do Sul (UFRGS). Suas áreas de interesse em pesquisa são cultura do consumo, estratégia empresarial, comportamento do consumidor e macromarketing.

Heleno Schneider, Universidade Federal do Rio Grande do Sul

Mestre em Administração pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade Federal do Rio Grande do Sul (UFRGS). Suas áreas de interesse em pesquisa são estratégia de marketing e comportamento do consumidor

Juliano Aita Larán, University of Florida Marketing Department

Doutorando em marketing no Marketing Department da University of Florida. Mestre em Administração/Marketing pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade Federal do Rio Grande do Sul (UFRGS). Suas áreas de interesse em pesquisa são comportamento do consumidor, processamento de informações, pensamento contratatual e processos de inibição da memória