Avaliação dos antecedentes e das consequências da confiança nas relações entre varejistas e fabricantes do mercado de vestuário
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2005-01-31
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Parente, Juracy Gomes
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This present piece aims to shed light on the various factors that influence relationship closeness. The literature review encompasses marketing channels, TCE, relationship marketing and industrial marketing literature. This review has identified that trust performs a key-role and, therefore, any research should explore the trust concept, its underlying factors and the consequences of trust to relationship continuity. The methodology applied to run the research was built in two steps: the first one (qualitative) included indeep interviews with 12 apparel retail product managers. The second step (quantitative) included structural equation modeling and multiple regression techniques applied on survey data collected from 154 product managers. The qualitative research and the theory analysis supported the proposition of the constructs of trust, commitment, intention to stay and trust antecedents, all of them included during the model building process. The model was tested and not only results for the entire sample were analysed, but for the various retail formats represented in this research. Based on results, a set of suggestions to suppliers is recommended in order to improve relationships, specifying aspects that must be managed to develop and maintain trust for each retail format.