Relationship marketing in the formation of a competitive advantage: the case of a joint agricultural cooperative

Authors

  • Vinicius Balconi Scaramussa Centro Universitário Franciscano
  • Élio Sérgio Denardin Centro Universitário Franciscano
  • Flaviani Souto Bolzan Medeiros Universidade Federal de Santa Maria - UFSM
  • Patrícia Schrippe Universidade Federal de Santa Maria - UFSM
  • Andreas Dittmar Weise Universidade Federal de Santa Maria - UFSM

DOI:

https://doi.org/10.5902/2359043215332

Keywords:

Marketing, Costumer, Relationship Marketing.

Abstract

This study aimed to verify the customers’ perception of the most important aspects in your relationship with the Cooperative Alfa on issues of loyalty, aftermarket and integrating these with the company. For this, we adopted a quantitative and qualitative research, descriptive, being developed through a case study on a sample of 66 customers totaling accessibility of the cooperative. The results showed that relationship marketing is of utmost importance in the process of integrating the client with the cooperative, where speed in solving problems was appointed as one of the most important factors for a good relationship. It was concluded that among other aspects, the most valued customers are: personal contact, the visit of the agronomists, the relationship between the farmer and the cooperative and also confidence in the products and services offered.

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Author Biographies

Vinicius Balconi Scaramussa, Centro Universitário Franciscano

Bacharel em Administração pelo Centro Universitário Franciscano

Élio Sérgio Denardin, Centro Universitário Franciscano

Mestre em Filosofia pela Universidade Federal de Santa Maria; Professor Assistente do Curso de Administração do Centro Universitário Franciscano

Flaviani Souto Bolzan Medeiros, Universidade Federal de Santa Maria - UFSM

Mestranda no Programa de Pós-Graduação em Engenharia de Produção pela Universidade Federal de Santa Maria; Bolsista do CNPq.

Patrícia Schrippe, Universidade Federal de Santa Maria - UFSM

Mestranda no Programa de Pós-Graduação em Engenharia de Produção pela Universidade Federal de Santa Maria.

Andreas Dittmar Weise, Universidade Federal de Santa Maria - UFSM

Doutor em Engenharia Civil pela Universidade Federal de Santa Catarina - UFSC; Professor Permanente do Programa de Pós-Graduação em Engenharia de Produção da Universidade Federal de Santa Maria - UFSM.

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Published

2015-04-07

How to Cite

Scaramussa, V. B., Denardin, Élio S., Medeiros, F. S. B., Schrippe, P., & Weise, A. D. (2015). Relationship marketing in the formation of a competitive advantage: the case of a joint agricultural cooperative. Revista De Gestão E Organizações Cooperativas, 1(2), 01–12. https://doi.org/10.5902/2359043215332

Issue

Vol. 1 No. 2 (2014): Revista de Gestão e Organização Cooperativas

Section

Artigos

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