Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais
Ano de defesa: | 2007 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
|
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração
|
Departamento: |
Administração
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/4753 |
Resumo: | In the present study, relationship marketing actions have been approached from the symbiosis of the models described by Vavra (1993) and Souza (1997) in two groups of small retail sale companies together in a cooperation net. The nets 'Construmais' and 'Mania Sul", which work as a construction material store and a supermarket store, respectively, have been studied. These nets are composed of several small enterprises located in the central region of Rio Grande do Sul state and, have been created through a partnership between UFSM (Federal University of Santa Maria) and SEDAI/RS. It is named Program of Cooperation Nets. The study method was a multicase one, which made possible to analyse the above mentioned nets without worrying about comparing them. The research has been shared by the owners, the internal clients and the external clients. For the owners, a specific questionnaire answered by all owners has been used. Thew added up to 18 ones for 'Construmais' and 8 ones for 'Mania Sul'. For the internal and external clients two types of questionnaires have been used. They were structured in accordance with the scale 'Likert' and it used as a sample 71 and 84 internal clients and 393 and 383 external clients for 'Construmais' and for 'Mania Sul', respectively. This sample indication has been done considering an infinite population with a sample mistake of 3% counted by the 'Statistical Analysis System'. The results point out the increasing of sales in all stores of both nets, having as positive factors: better store windows, reduction of prices, the use of standardized uniforms of their employees and a better and faster service. Thus, it can be concluded that the model of cooperation nets is a favourable method for the small and medium businessmen who are able to become more competitive locally through actions of marketing on a collective and structured relationship, through the scale economy used in this sort of organizational group as it has been seen in these studied nets |
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2017-04-182017-04-182007-04-30MELLO FILHO, Luiz Leandro de. Relationship marketing apllied in cooperation network: the cases of Mania Sul network and Construmais network. 2007. 144 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2007.http://repositorio.ufsm.br/handle/1/4753In the present study, relationship marketing actions have been approached from the symbiosis of the models described by Vavra (1993) and Souza (1997) in two groups of small retail sale companies together in a cooperation net. The nets 'Construmais' and 'Mania Sul", which work as a construction material store and a supermarket store, respectively, have been studied. These nets are composed of several small enterprises located in the central region of Rio Grande do Sul state and, have been created through a partnership between UFSM (Federal University of Santa Maria) and SEDAI/RS. It is named Program of Cooperation Nets. The study method was a multicase one, which made possible to analyse the above mentioned nets without worrying about comparing them. The research has been shared by the owners, the internal clients and the external clients. For the owners, a specific questionnaire answered by all owners has been used. Thew added up to 18 ones for 'Construmais' and 8 ones for 'Mania Sul'. For the internal and external clients two types of questionnaires have been used. They were structured in accordance with the scale 'Likert' and it used as a sample 71 and 84 internal clients and 393 and 383 external clients for 'Construmais' and for 'Mania Sul', respectively. This sample indication has been done considering an infinite population with a sample mistake of 3% counted by the 'Statistical Analysis System'. The results point out the increasing of sales in all stores of both nets, having as positive factors: better store windows, reduction of prices, the use of standardized uniforms of their employees and a better and faster service. Thus, it can be concluded that the model of cooperation nets is a favourable method for the small and medium businessmen who are able to become more competitive locally through actions of marketing on a collective and structured relationship, through the scale economy used in this sort of organizational group as it has been seen in these studied netsNo presente estudo foram abordadas as ações de marketing de relacionamento, a partir da simbiose dos modelos descritos por Vavra (1993) e Souza (1997) em dois conglomerados varejistas de pequenas empresas, configurados em redes de cooperação. Estudaram-se as redes Construmais e Mania Sul que atuam, respectivamente, na comercialização de materiais de construção e supermercadista. Essas Redes são compostas por diversas pequenas empresas localizadas na Região Central do território Gaúcho e que foram constituídas, a partir da parceria, UFSM e a SEDAI/RS, denominado Programa Redes de Cooperação. O método de estudo foi o multicaso que possibilitou analisar as redes supramencionadas sem se ter a preocupação de compará-las. A pesquisa foi segmentada entre os proprietários, os clientes internos e os clientes externos. Para os proprietários foi utilizado um questionário específico em que todos os proprietários responderam, totalizando 18 e 8, respectivamente das Construmais e Mania Sul. Para os clientes internos e externos foram utilizados dois tipos de questionários estruturados na forma de escala Likert, tendo-se como amostra: 71 e 84 clientes internos, e 393 e 383 clientes externos, justamente das redes Construmais e Mania Sul. Essa amostragem foi feita considerando-se uma população infinita com um erro amostral de 3%, tabulados através do Statistical Analysis System. Os resultados apontaram para o crescimento das vendas em todas as lojas das duas redes, tendo sido destacado como fatores positivos: a melhoria das fachadas, a redução dos preços dos produtos, uniformização padronizada dos funcionários e a melhoria na presteza no atendimento. Desta forma, pôde-se concluir o modelo de redes de cooperação é uma metodologia favorável aos pequenos e médios empresários que podem melhorar a competitividade local, através de ações de marketing de relacionamento conjunto e estruturado, pela economia de escala exercitada neste tipo de conglomerado organizacional, como foi constatado nas redes estudadasapplication/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em AdministraçãoUFSMBRAdministraçãoMarketing de relacionamentoRedes de cooperaçãoCompetitividade empresarialRelationship marketingCooperation netsEnterprise competitionCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOMarketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e ConstrumaisRelationship marketing apllied in cooperation network: the cases of Mania Sul network and Construmais networkinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisRocha, Rudimar Antunes dahttp://lattes.cnpq.br/3021645851881947Lopes, Luis Felipe Diashttp://lattes.cnpq.br/1074372911061770Fossá, Maria Ivete Trevisanhttp://lattes.cnpq.br/0718561583412717Schmidt, Alberto Souzahttp://lattes.cnpq.br/2214080795054032http://lattes.cnpq.br/4529363168214022Mello Filho, Luiz Leandro de60020000000640030030050030030046437626-ea20-4f72-9e01-cc4985dee59632176c5a-707f-4107-81de-5d9a97f4bc4352b4ac9b-ae50-4378-9e6d-d078971edcbc98d212d9-b629-4108-a3db-2ec4bedc5b786ccce625-b38f-447b-9b12-1be616d00713info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALluiz.pdfapplication/pdf765986http://repositorio.ufsm.br/bitstream/1/4753/1/luiz.pdf215c230ff38e701782d9707e024a6293MD51TEXTluiz.pdf.txtluiz.pdf.txtExtracted texttext/plain275400http://repositorio.ufsm.br/bitstream/1/4753/2/luiz.pdf.txt0671bcaf4f08efab5151a70320c58e55MD52THUMBNAILluiz.pdf.jpgluiz.pdf.jpgIM Thumbnailimage/jpeg4887http://repositorio.ufsm.br/bitstream/1/4753/3/luiz.pdf.jpgd770ca48d30c65ec2d6d05543b1c9ccfMD531/47532023-01-24 14:35:16.659oai:repositorio.ufsm.br:1/4753Repositório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestopendoar:39132023-01-24T17:35:16Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
dc.title.alternative.eng.fl_str_mv |
Relationship marketing apllied in cooperation network: the cases of Mania Sul network and Construmais network |
title |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
spellingShingle |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais Mello Filho, Luiz Leandro de Marketing de relacionamento Redes de cooperação Competitividade empresarial Relationship marketing Cooperation nets Enterprise competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
title_full |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
title_fullStr |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
title_full_unstemmed |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
title_sort |
Marketing de relacionamento aplicado a redes de cooperação: os casos Mania Sul e Construmais |
author |
Mello Filho, Luiz Leandro de |
author_facet |
Mello Filho, Luiz Leandro de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Rocha, Rudimar Antunes da |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/3021645851881947 |
dc.contributor.referee1.fl_str_mv |
Lopes, Luis Felipe Dias |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1074372911061770 |
dc.contributor.referee2.fl_str_mv |
Fossá, Maria Ivete Trevisan |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/0718561583412717 |
dc.contributor.referee3.fl_str_mv |
Schmidt, Alberto Souza |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/2214080795054032 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/4529363168214022 |
dc.contributor.author.fl_str_mv |
Mello Filho, Luiz Leandro de |
contributor_str_mv |
Rocha, Rudimar Antunes da Lopes, Luis Felipe Dias Fossá, Maria Ivete Trevisan Schmidt, Alberto Souza |
dc.subject.por.fl_str_mv |
Marketing de relacionamento Redes de cooperação Competitividade empresarial |
topic |
Marketing de relacionamento Redes de cooperação Competitividade empresarial Relationship marketing Cooperation nets Enterprise competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Relationship marketing Cooperation nets Enterprise competition |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
In the present study, relationship marketing actions have been approached from the symbiosis of the models described by Vavra (1993) and Souza (1997) in two groups of small retail sale companies together in a cooperation net. The nets 'Construmais' and 'Mania Sul", which work as a construction material store and a supermarket store, respectively, have been studied. These nets are composed of several small enterprises located in the central region of Rio Grande do Sul state and, have been created through a partnership between UFSM (Federal University of Santa Maria) and SEDAI/RS. It is named Program of Cooperation Nets. The study method was a multicase one, which made possible to analyse the above mentioned nets without worrying about comparing them. The research has been shared by the owners, the internal clients and the external clients. For the owners, a specific questionnaire answered by all owners has been used. Thew added up to 18 ones for 'Construmais' and 8 ones for 'Mania Sul'. For the internal and external clients two types of questionnaires have been used. They were structured in accordance with the scale 'Likert' and it used as a sample 71 and 84 internal clients and 393 and 383 external clients for 'Construmais' and for 'Mania Sul', respectively. This sample indication has been done considering an infinite population with a sample mistake of 3% counted by the 'Statistical Analysis System'. The results point out the increasing of sales in all stores of both nets, having as positive factors: better store windows, reduction of prices, the use of standardized uniforms of their employees and a better and faster service. Thus, it can be concluded that the model of cooperation nets is a favourable method for the small and medium businessmen who are able to become more competitive locally through actions of marketing on a collective and structured relationship, through the scale economy used in this sort of organizational group as it has been seen in these studied nets |
publishDate |
2007 |
dc.date.issued.fl_str_mv |
2007-04-30 |
dc.date.accessioned.fl_str_mv |
2017-04-18 |
dc.date.available.fl_str_mv |
2017-04-18 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
MELLO FILHO, Luiz Leandro de. Relationship marketing apllied in cooperation network: the cases of Mania Sul network and Construmais network. 2007. 144 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2007. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/4753 |
identifier_str_mv |
MELLO FILHO, Luiz Leandro de. Relationship marketing apllied in cooperation network: the cases of Mania Sul network and Construmais network. 2007. 144 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2007. |
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http://repositorio.ufsm.br/handle/1/4753 |
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Universidade Federal de Santa Maria |
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