Impacto do Marketing de Relacionamento sobre a Recomendação: Evidência do Varejo de Materiais de Construção Brasileiro

Lucas da Rocha; Danny Pimentel Claro

doi:10.5585/remark.v12i3.2380

Impact of Relationship Marketing on Recommendation: Evidence from Retail Construction Materials Stores of Brazil

Authors

Lucas da Rocha Instituto de Ensino e Pesquisa – INSPER
Danny Pimentel Claro Instituto de Ensino e Pesquisa - INSPER

DOI:

https://doi.org/10.5585/remark.v12i3.2380

Keywords:

recommendation, relationship marketing, retail building materials, dependence of supplier, benefits of relationship.

Abstract

This paper focuses on the impact of relationship marketing initiatives, such as dependence, expertise, and relationship benefits and the impact they have on recommendation of a specific product category. To test the hypothesis we collected information about 1925 stores of construction materials (LMC). It was observed that dependence of LMC on the supplier has a positive impact on recommendation and that benefits offered by manufacturers increase this recommendation. It is concluded that to be present at point of sales is an important condition, but not enough to ensure recommendation.

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Published

2013-12-06

How to Cite

da Rocha, L., & Claro, D. P. (2013). Impact of Relationship Marketing on Recommendation: Evidence from Retail Construction Materials Stores of Brazil. ReMark - Revista Brasileira De Marketing, 12(3), 123–151. https://doi.org/10.5585/remark.v12i3.2380