Relationship Management Between Consumers and Suppliers

Abstract

The research carried out aimed to identify strategies, tools, and functionalities which influence the management of relationships between customers and suppliers, in the wholesale and retail sector in Portugal. Is also aimed to understand the propensity towards purchasing variables and understand their perspective on the new challenges facing them and the sector. Based on the literature review developed, this investigation resorted to the use of semi-structured interviews, carried out with eight managers of companies in the wholesale and retail sector in Portugal. As main results, the interviewees were able to identify different ways of creating value for customers, namely the quality of products and services, meeting delivery deadlines and technical knowledge. Most companies achieve a competitive advantage through internal sources such as creativity, level of technology, capacity for innovation and learning or the experience of their professionals. Furthermore, companies have different approaches to markets and use different marketing tools, appropriate to their size.