A qualidade do relacionamento em diferentes formatos de venda no mercado de cosméticos

Abstract

The relationship between consumers and companies has been explored for over three decades by theorists, and in practice, it has been used to generate a economic development. As these studies were detailed, the relationship quality, based on the lasting connection among the sellers and consumers, that create competitive advantages that are difficult to reproduce, considering the intangible aspects. As we researched available literature on the theme, we realized that there were no studies relating to the development of the relationship quality among the sellers and consumers of door to door sale, and, in order to establish the parameters, a depth interview was conducted, considering the sales in store environment. Using the theoretical model developed by Roberts, Varki e Brodie (2003), a qualitative exploratory research was conducted with salespeople and customers, in both sales formats in the cosmetic market, in order to identify how the relationship quality is formed, and also how the trust (in the integrity, as well as in the benevolence), commitment, satisfaction and the affection conflict play a role in this development. In this study were not found evidence of differences in the development of the quality of the relationship between the two formats of sale.