Determinantes da Intenção de Continuidade de Relacionamento entre Pequenos Varejistas e seus Fornecedores de Materiais de Construção Hidráulicos Outros Idiomas

ID:
49284
Resumo:
Objetivo: - Identificar os fatores determinantes da intenção de continuidade do relacionamento entre pequenos varejistas de materiais de construção e seus fornecedores, testando um modelo em que a confiança exerce um papel central. Método: - Validação preliminar das escalas e posterior emprego de Modelagem de Equações Estruturais, para testar o efeito mediador da confiança na intenção de continuidade do relacionamento em 127 pequenos varejistas. Originalidade/Relevância: - Pouco se investigou do relacionamento de pequenos varejistas e grandes fornecedores de materiais de construção, apesar da relevância econômica do setor. Ainda, ressalta-se a dificuldade de se obter informantes no contexto B2B. Resultados: - A confiança é uma variável mediadora para a continuidade do relacionamento e está associada ao papel do vendedor no atendimento e suporte (características do vendedor), a adequação do mix de produtos (competências do fornecedor) e na preocupação do fabricante em entender as necessidades do segmento e demonstrar motivação para conduzir os conflitos de canal (sintonia com o fornecedor). Contribuições teóricas/metodológicas: - Os resultados do estudo indicam concordância com os principais pressupostos teóricos, reforçando a utilização destes construtos em estudos futuros. Contribuições sociais/para a gestão: - O profissional de vendas se constitui no elo entre o pequeno varejista e o fabricante. Ressalte-se então, a relevância de ações de treinamento e capacitação para a equipe de vendas.
Citação ABNT:
FREDERICO, E.; FERREIRA, M. P. C. Determinantes da Intenção de Continuidade de Relacionamento entre Pequenos Varejistas e seus Fornecedores de Materiais de Construção Hidráulicos . Revista Brasileira de Marketing, v. 17, n. 2, p. 237-250, 2018.
Citação APA:
Frederico, E., & Ferreira, M. P. C. (2018). Determinantes da Intenção de Continuidade de Relacionamento entre Pequenos Varejistas e seus Fornecedores de Materiais de Construção Hidráulicos . Revista Brasileira de Marketing, 17(2), 237-250.
DOI:
10.5585/remark.v17i2.3619
Link Permanente:
http://www.spell.org.br/documentos/ver/49284/determinantes-da-intencao-de-continuidade-de-relacionamento-entre-pequenos-varejistas-e-seus-fornecedores-de-materiais-de-construcao-hidraulicos-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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