O marketing relacional como novo paradigma: uma análise conceptual

Joaquim Antunes¹ e Paulo Rita²

 

Resumo: O presente artigo procura analisar a evolução e aceitação, por parte da comunidade científica e académica, da abordagem de marketing relacional como paradigma emergente. São objecto de estudo as insuficiências do marketing transaccional bem como as linhas e determinantes que contribuíram para o desenvolvimento do marketing relacional. Apresentam-se ainda as novas formas de actuação do marketing relacional e as respectivas implicações na gestão das organizações. O trabalho termina com um conjunto de reflexões finais e com um despertar e incentivo para novas investigações em marketing relacional, em Portugal, bem como para uma maior aplicação por parte das organizações.

Palavras-chave: Marketing Transaccional, Marketing Relacional

 

Title: The relationship marketing as a new paradigm: A conceptual analysis

Abstract: This paper presents the evolution and acceptance, both by the business world and academic community, of relationship marketing as an emergent paradigm. The study focuses on the insufficiencies of the transactional marketing as well as the determinants that had contributed for the development of the relationship marketing. The new approach of relationship marketing and its implications in management are also presented. This study finishes with a set of recommendations to act as incentives for future research in relationship marketing in Portugal as well as for extending its application in organizations.

Key words: Transactional Marketing, Relationship Marketing

 

Titulo: El marketing relacional como nuevo paradigma: Una analice conceptual

Resumen: El presente artículo busca analizar la evolución y la aceptación, por parte de la comunidad científica y académica, del concepto del marketing relacional como paradigma emergente. El objeto de estudio son las carencias del marketing transaccional bien como las líneas y determinantes que contribuirán para el desarrollo del marketing relacional. Se presentan también las nuevas formas de actuación del marketing relacional y la consecuente implicación en la gestión de las organizaciones. El trabajo termina con un conjunto de reflexiones finales y con un estimulo e incentivo para las nuevas investigaciones en marketing relacional, en Portugal, bien como para una mayor aplicación por parte de las organizaciones.

Palabras clave: Marketing Transaccional, Marketing Relacional

 

 

Texto completo disponível apenas em PDF.

Full text only available in PDF format.

 

 

Referências bibliográficas

AMA (1985), «AMA Board approves new marketing definition». American Marketing Association News, vol. 19, n.º 5.        [ Links ]

AMA (2008) in http://www.marketingpower.com/mg-dictionary.php?SearchFor=marketing&Searched=1

ANDERSON, J. (1995), «Relationship in business markets: exchange episodes, value creation and their empirical assessment». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

ANDERSON, J.; HAKANSSON, H. e JOHANSON, J. (1994), «Dyadic business relationships within a business network context». Journal of Marketing, vol. 58, n.º 4.

BAGOZZI, R. (1995), «Reflections on relationship marketing in consumer markets». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

BARROSO, C. e MARTÍN, E. (2000), «Desarrolo del marketing relacional en España». Revista Europea de Dirección y Economía de la Empresa, vol. 9, n.º 3.

BERRY, L. (1983), «Relationship Marketing». In L. Berry, G. Shostack e G. Upah (Eds.), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago.

BERRY, L. (1995), «Relationship marketing of services: growing interest, emerging perspectives». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

BERRY, L. e PARASURAMAN, A. (1993), «Building a new academic field: the case of services marketing». Journal of Retailing, vol. 69, n.º 1.

BITNER, M. (1995), «Building service relationships: it’s all about promises». Journal of the Academy of Marketing Science, vol. 23, n.º 4. BOSS, J. (1997), «Les nouveaux visages du marketing». Revue Française du Marketing, n.º 164(4).

CHANG, K. (2001), «The effects of information service on relationship marketing: the cases of distribution centers in Taiwan». Journal of International Marketing and Marketing Research, vol. 26, n.º 1.

CHANG, K. e DING, C. (2001), «Is relationship marketing really helpful to increase repeat purchase in the Chinese market?». Journal of International Marketing and Marketing Research, vol. 26, n.º 1.

CHRISTOPHER, M.; PAYNE, A. e BALLANTINE, D. (1994), Relationship Marketing. 2.ª Ed., Butterworth-Heinemann, Ltd.

CONSTANTINIDES, E. (2006), «The marketing mix revisited: towards the 21st Century marketing». Journal of Marketing Management, vol. 22, pp. 407-438.

GRONROOS, C. (1980), «Designing a long range marketing strategy for services». Long Range Planning, vol. 13.

GRONROOS, C. (1990a), «Relationship approach to marketing in service contexts: the marketing and organizational behaviour interface». Journal of Business Research, vol. 20, n.º 1.

GRONROOS, C. (1990b), Service Management and Marketing. Managing the Moments of Truth in Service Competition. Lexington Books y Macmillan Inc.

GRONROOS, C. (1994a), «’Quo Vadis’, marketing? Toward a relationship marketing paradigm». Journal of Marketing Management, n.º 10.

GRONROOS, C. (1994b), «From marketing mix to relationship marketing: towards a paradigm shift in marketing». Management Decision, vol. 32, n.º 2.

GRONROOS, C. (1996), «Relationship marketing: strategic and tactical implications». Management Decision, vol. 34, issue 3.

GRONROOS, C. (2000), «Relationship marketing: interaction, dialogue and value». Revista Europea de Dirección y Economia de la Empresa, vol. 9, n.º 3.

GRONROOS, C. (2004), «The relationship marketing process: communication, interaction, dialogue, value». Journal of Business & Industrial Marketing, vol. 19, n.º 2.

GUMMESSON, E. (1987), «The new marketing: developing long term interactive relationship». Long Range Planning, vol. 20, n.º 4.

GUMMESSON, E. (1991), «Marketing revisited: the crucial role of the part-time marketers». European Journal of Marketing, vol. 25, n.º 2.

GUMMESSON, E. (1998), «Implementation requires a relationship marketing paradigm». Journal of Academy of Marketing Science, vol. 26, n.º 3.

HAKANSSON, H. (1982), International Marketing and Purchasing of Industrial Goods: An Interaction Approach. Ed. John Wiley and Sons.

HALLEN, L.; JOHANSON, J. e MOHAMED, N. (1987), «Relationship strength and stability in international and domestic industrial marketing». Industrial Marketing and Purchasing, vol. 2, n.º 3.

HARKER, M. e EGAN, J. (2006), «The past, present and future of relationship marketing». Journal of Marketing Management, vol. 22, pp. 215-242.

HUTT, M. (1995), «Cross-functional working relationships in marketing». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

JACKSON, B. (1985), «Build customer relationship that last». Harvard Business Review, vol. 63, n.º 6.

KONRAD, A. e PFEFFER, J. (1990), «Do you get what you deserve? Factors affecting the relationship between productivity and pay». Administrative Science Quartely, n.º 35.

LAWSON-BODY, A. (2000), «Le commerce électronique: la contribution des caractéristiques des sites web sur l´impact du marketing relationnel sur la fidélité des clients». UMI Dissertation Services, Université Laval, Québec.

MEYER-WAARDEN, L. e BENAVENT, C. (2006), «The impact of loyalty programmes on repeat purchase behaviour». Journal of Marketing Management, vol. 22, pp. 61-88.

MOLINER, M. e CALLARISA, L. (1997), «El marketing relacional o la superación del paradigma transaccional». Revista Europea de Dirección y Economia de la Empresa, vol. 6, n.º 2.

NEVIN, J. (1995), «Relationships marketing and distribution channels: exploring fundamental issues». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

O´LOUGHLIN, D. e SZMIGIN, I. (2006), «Customer relationship typologies and the nature of loyalty in Irish retail financial services». Journal of Marketing Management, vol. 22, pp. 267-293.

PALMATIER, R.; DANT, R.; GREWAL, D. e EVANS, K. (2006), «Factors influencing the effectiveness of relationship marketing: a meta-analysis». Journal of Marketing, vol. 70, pp. 136-153.

PALMER, A. (1994), Principles of Services Marketing. McGraw-Hill Company Europe.

PAYNE, A.; CHRISTOPHER, M.; CLARK, M. e PECK, H. (1998), Relationship Marketing for Competitive Advantage. Winning and Keeping Customers. Ed. Butterworth Heinemann.

PENG, L. e WANG, Q. (2006), «Impact of relationship marketing tactics (RMTs) on switchers and stayers in a competitive service industry». Journal of Marketing Management, vol. 22, pp. 25-59.

PETERSON, R. (1995), «Relationship marketing and the consumer». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

PFEFFER, J. (1993), «Barriers to the advance of organizational science: paradigm development as dependent variable». Academy of Management Review, vol. 18, n.º 4.

REYNOLDS, K. e BEATTY, S. (1999), «Customer benefits and company consequences of customer-salesperson relationships in retailing». Journal of Retailing, vol. 75, issue. 1.

SÁNCHEZ, M.; GIL, I. e MOLLÁ, A. (2000), «Estatus del marketing de relaciones». Revista Europea de Dirección y Economia de la Empresa, vol. 9, n.º 3.

SHETH, J. e PARVATIYAR, A. (1995), «Relationship marketing in consumer markets: antecedents and consequences». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

WEITZ, B. e JAP, S. (1995), «Relationship marketing and distribution channels». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

WILSON, D. (1995), «An integrated model of buyer-seller relationship». Journal of the Academy of Marketing Science, vol. 23, n.º 4.

 

¹Joaquim Antunes

jantunes@estv.ipv.pt

Doutor em Marketing (ISCTE). Professor Coordenador da Escola Superior de Tecnologia do Instituto Politécnico de Viseu, Portugal. Director do Departamento de Gestão.

PhD in Marketing (ISCTE). Professor of Marketing at School of Technology, Institute Polytechnic of Viseu, Portugal. Director of the Department of Management Studies.

Doctorado en Marketing (ISCTE). Profesor Coordinador en la Escola Superior de Tecnologia do Instituto Politécnico de Viseu, Portugal. Director del Departamento de Gestión.

²Paulo Rita

paulo.rita@iscte.pt

Pós-Doutorado em E-Marketing (Universidade de Nevada, Las Vegas, EUA). Doutorado em Marketing (Universidade de Wales, Cardiff, RU). Professor Catedrático de Marketing na IBS – ISCTE Business School. Coordenador Científico do Management Research Center (MRC/ISCTE, Lisboa, Portugal).

PosDoc in E-Marketing (University of Nevada, Las Vegas, USA). PhD in Marketing (University of Wales, Cardiff, UK). Professor of Marketing at IBS – ISCTE Business School. Scientific Coordinator of the Management Research Center (MRC/ISCTE, Lisbon, Portugal).

Pos-Doctorado en E-Marketing (Universidad de Nevada, Las Vegas, EUA). Doctorado en Marketing (Universidad de Wales, Cardiff, RU). Profesor Catedrático en Marketing en la IBS – ISCTE Business School. Coordinador Científico del Management Research Center (MRC/ISCTE, Lisboa, Portugal).

 

Recebido em Fevereiro de 2007 e aceite em Maio de 2008.

Received in February 2007 and accepted in May 2008.