Resumo
No atual ambiente de mercado, um bom relacionamento com clientes mostra-se um item essencial a ser trabalhado na manutenção de vantagens competitivas. Especialmente nas relações business-to-business, entre varejistas e seus fornecedores, onde as transações possuem alto valor econômico. O nível de dificuldade em gerenciar este relacionamento aumenta ainda mais em empresas multimarcas, que possuem alta oferta. Sendo assim, o presente artigo objetiva estudar qual o grau de satisfação dos varejistas multimarcas no segmento de vestuário surfwear, quando se trata do relacionamento com seus fornecedores. Foi aplicado questionário em um mailing fechado de empresas do setor, e as respostas foram analisadas para verificar a veracidade das hipóteses levantadas pelos autores, a partir da bibliografia previamente estudada. Itens específicos sobre as ações de marketing de relacionamento obtiveram maior grau de insatisfação, além de apresentadas ligações interessantes entre o grau de satisfação dos lojistas e seu tempo de relacionamento com o fornecedor, o número de lojas que possui e o volume de compras que efetua.
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