[pt] Nos últimos anos, observa-se no Brasil um crescimento no número de programas de relacionamento sendo oferecidos por empresas dos mais diversos segmentos. Esses programas podem ser apresentados de diversas formas, tais como acúmulo de pontos, descontos em rede credenciada, trocas por milhas aéreas, entre outros. O intuito desses programas é aproximar os clientes das empresas participantes e, por consequência, aumentar sua satisfação perante as empresas que os oferecem. O presente trabalho buscou identificar, através de pesquisa bibliográfica, documental e de campo, realizadas com executivos de marketing e usuários, quais os principais atributos que devem compor um clube de vantagens. As variáveis identificadas foram avaliadas por grupos de 30 executivos e 122 usuários, considerando uma escala de 5 pontos. Análises estatísticas comparando as médias desses dois grupos serviram para testar a existência de diferenças perceptivas (gaps) entre as expectativas dos usuários e as avaliações feitas pelos gestores que contratam tais serviços, conforme proposto por Parasuraman, Zeithalm e Berry (1985). Objetivou-se ainda identificar se clubes de vantagens contribuem para a satisfação dos usuários com as empresas que os oferecem. / [en] In recent years, there has been an increase in the number of Relationship Programs offered in Brazil by companies from a wide range of segments. These programs can be presented in a variety of ways, such as point accumulation, accredited network discounts, air mile exchanges, among others. The purpose of these programs is to bring customers closer to the participating companies and, consequently, increase their satisfaction with the companies that offer them. The present work sought to identify, through bibliographical research, documentary and field survey, conducted with marketing executives and users, which are the main attributes that should compose a club of advantages. The identified variables were evaluated by groups of 30 executives and 122 users considering a 5 point scale. Statistical analyzes comparing the means of these two groups served to test the existence of gaps between users expectations and the evaluations made by the managers that hire such services, as proposed by Parasuraman, Zeithalm and Berry (1985). The objective was also to identify if clubs of advantages contributes to the satisfaction of the users with the companies that offer them.

Le conflit d'intérêts désigne une opposition entre deux ou plusieurs intérêts distincts, relevant de personnes ou groupes de personnes eux-mêmes distincts. Il se peut que le conflit oppose l’intérêt d’une personne – ou l’intérêt d’une autre personne à laquelle elle est liée – à l’intérêt d’un tiers dont elle a par ailleurs la charge. Il est alors un risque que le conflit en cause ne soit réglé de manière illégitime, au préjudice de l’intérêt pris en charge. C’est à l’étude de ce type de conflit d’intérêts que la thèse se consacre. Elle propose de le rattacher à la théorie juridique du pouvoir. Le pouvoir y est défini comme la prérogative par laquelle son titulaire est habilité à participer à la création d’actes juridiques pour le compte d’autrui, par l’expression d’un ou plusieurs intérêts distincts du sien.Les pouvoirs peuvent faire l’objet d’une double différenciation. La première consiste à différencier les pouvoirs en fonction du rôle joué par leurs titulaires dans la détermination du contenu de l’acte juridique à créer. Elle aboutit à distinguer les pouvoirs intellectuels et les pouvoirs décisionnels. La seconde consiste à différencier les pouvoirs en fonction des devoirs pesant sur leurs titulaires. Elle aboutit à distinguer les pouvoirs-loyauté et les pouvoirs-impartialité. Ce rattachement du conflit d'intérêts à la théorie juridique du pouvoir a deux conséquences. Il permet tout d’abord d’en délimiter le domaine. Il permet ensuite de le définir. Le conflit d'intérêts correspond en effet à une situation de détournement potentiel de pouvoir. Il manifeste le risque que le titulaire du pouvoir n’agisse contrairement à son devoir. Il en découle une typologie des conflits d’intérêts. Celle-ci repose sur une distinction principale entre les conflits de loyauté et les conflits d’impartialité et sur deux distinctions secondaires : d’une part, la distinction des conflits directs et des conflits indirects ; d’autre part, la distinction des conflits d’intérêt et de devoir et des conflits entre devoirs. Cette différenciation des conflits justifie une différenciation de leurs traitements. En effet, les différents types de conflits ne présentent pas le même risque d’aboutir à un détournement effectif de pouvoir, ce dont leurs traitements devraient tenir compte. La typologie dressée se veut ainsi une typologie hiérarchisée pouvant servir à déterminer le traitement adapté à chaque type de conflit. / A conflict of interests refers to the opposition of two or several separate interests, concerning separate persons or groups of persons. It may occur that a conflict opposes the interest of one person – or the interest of a person to whom the first person is acquainted – to the interest of a third party of which the first person is responsible. Such situation could result in the conflict being illegitimately solved to the detriment of the third party’s interest. Therefore, the purpose of this thesis is to study this type of conflict of interests by linking it to the legal theory of power. Here, the power is defined as the prerogative enabling the entitled person to be involved in the creation of legal acts on behalf of another party, by defending one or several interests separate from their own interests.These powers can be subject to a double distinction. The first distinction aims at differentiating powers depending on the role played by those who are entitled to such powers in the determination of the content of the legal act to be created. This distinction results in the separation between intellectual powers and decision making powers. The second distinction aims at differentiating powers depending on the duties of the entitled persons. It results in the separation between loyalty-powers and impartiality-powers.Linking the conflict of interests to the legal theory of power has two consequences. First, it helps delimiting the field of such conflicts. And it also helps defining them. Indeed, a conflict of interests corresponds to a situation where a misuse of power may occur. In such types of conflicts, the risk that the person in power might act contrary to their duty arises. It then results in a typology of conflicts of interests. This typology is based on the main distinction between loyalty conflicts and impartiality conflicts and on two secondary distinctions: the distinction between direct and indirect conflicts on the one hand, and the distinction betweenthe conflicts of interests and duty and the conflicts between duties on the other. This distinction between conflicts justifies a distinction in the way they are treated. Indeed, these various types of conflicts do not have the same risk of resulting in an actual misuse of power, which should be taken into account when treating such conflicts. The resulting typology is therefore a tiered typology that could be used to identify the corresponding treatment for each type of conflict.

This master thesis deals with the topic of customer relationship management in a company, where one of the main objectives of this work was the proposal to implement a CRM system. Implementation of the CRM system was proposed for company (Union co-operative association) Co-op Ceske Budejovice.

Esta dissertação aborda um fenômeno recente na pesquisa de consumo de esporte: o orgulho clubístico. A teoria de sustentação utilizada é originada do trabalho de Decrop e Derbaix (2010) e as teorias complementares derivam da área de psicologia e comportamento do consumidor de esporte. O objetivo geral é investigar os efeitos do orgulho clubístico no torcedor de futebol sob uma perspecitva de marketing, focando principalmente na lealdade, comprometimento, consumo e criação e proselitismo com o clube. Foram desenvolvidas, validadas e aplicadas duas escalas psicométricas para a mensuração dos construtos envolvidos no modelo. A pesquisa foi realizada com 449 torcedores de dezessete clubes de futebol brasileiros, totalizando 399 respostas qualificadas. Os dados foram coletados por meio físico e internet, sendo que a diferença entre os dois meios foi considerada não significante através do Teste T e Teste Levene. O modelo utilizado (i) apresenta uma conceituação multidimensional para o orgulho clubístico e; (ii) incorpora seis efeitos distintos das dimensões desse orgulho no torcedor de futebol. Os dados foram avaliados através da análise de estatística multivariada de dados, utilizando a técnica de Análise Fatorial (Exploratória e Confirmatória) e Modelagem de Equações Estruturais (SEM). A Análise Fatorial indicou uma bi-dimensionalidade do orgulho clubístico (individual e contagioso) e a agrupou os seis construtos consequentes deste orgulho em quatro fatores. Testes indicaram evidências em favor da validade convergente e discriminante dos construtos utilizados na SEM. Os principais resultados indicam que o orgulho individual, relacionado à criação e expressão de personalidade individual do torcedor, tem efeito postitivo no comprometimento, lealdade, consumo e criação e proselitismo do torcedor com seu clube favorito. No entanto, o orgulho contagioso, relacionado à expressão da identidade coletiva do torcedor, tem efeito negativo na lealdade e no consumo e criação, enquanto não apresenta nenhum efeito significativo no comprometimento e no proselitismo do torcedor com o clube. A pesquisa contribui para a ciência da Administração, apresentando descobertas contraintuitivas de Marketing associada ao orgulho clubístico. Os resultados sugerem que os clubes devem priorizar a disseminação do orgulho individual do torcedor, devido ao seu impacto positivo no comprometimento, lealdade, consumo e criação e proselitismo com o clube. / This master`s thesis discusses a recent phenomenon in the sports consumer research: the club pride. The base theory used has been originated from Decrop & Derbaix (2010) work, and the complementary theories derived from the psychology and sports consumer behavior areas. The main objective is to investigate the effects of club pride in soccer fans under a marketing perspecitve, focusing mainly on club loyalty, commitment, consumption and creation and proselytising. It was developed, validated and applied two psychometric scales to measure the constructs involved in the model. The study reached 449 fans of seventeen soccer clubs in Brazil, totaling 399 qualified responses. Data were collected through personal and Internet survey, and the difference between the two ways has been accounted as not-significant by T Test and Levene Test. The model used (i) presents a multidimensional concept for club pride and (ii) incorporates six distinct effects of the pride dimensions in the soccer fan. The data were evaluated by analysis of multivariate data, using the technique of Factor Analysis (Exploratory and Confirmatory) and Structural Equation Modeling (SEM). The factor analysis has been indicated a bi-dimensionality of club pride (individual and contagious) and grouped the six constructs resulting from this pride into four factors. Statistic tests has been evidenced convergent and discriminant validity of the constructs used in SEM. The main results indicate that individual pride, related to creation and expression of individual personality of the fans, has positive effect on club commitment, loyalty, consumption and creation and proselytizing. However, contagious pride, related to the expression of the collective identity of the fan, has a negative effect on loyalty and consumption and creation, while not significant effects was founded on club commitment and proselytizing. The research contributes to the business science, showing counterintuitive marketing effects associated with club pride. The results suggest that clubs should prioritize dissemination of individual pride of the fans due to its positive impact on club commitment, loyalty, consumption and creation and proselytizing.

O conhecimento dos valores de uma pessoa nos permite predizer suas atitudes avaliativas em relação a uma situação ou objeto, pois os valores pessoais orientam e guiam os indivíduos a um comportamento. Estudos teóricos sobre valores pessoais e atitudes não abordaram esses constructos como antecedentes da lealdade do consumidor. A partir dessa constatação, esse trabalho de tese propôs elaborar e verificar empiricamente quatro modelos teóricos que tratam da complexa inter-relação existente entre valores pessoais-atitude- fases da lealdade. A fim de testar as hipóteses dos modelos, foram realizadas duas surveys com 1200 respondentes cada uma. Por meio de análises multivariadas, os resultados confirmaram (i) a relação positiva entre os valores pessoais e as fases cognitiva e ação da lealdade; (ii) a mediação da atitude nas relações valores pessoais- fase cognitva e valores pessoais- fase ação; (iii)e a moderação da relação valores pessoais-fases da lealdade pelas variáveis demográficas de gênero, idade, escolaridade e renda. Tais resultados possibilitam a ampliação da fronteira do conhecimento ao (i) inserir os valores pessoais como antecedentes da lealdade; (ii) identificar o valor mais importante (Segurança da Família) para o consumidor; (iii) clarificar os conceitos e desmistificar a utilização dos papéis mediadores e moderadores de variáveis na disciplina de Marketing; (iv) confirmar a hipótese de que os valores pessoais variam conforme gênero e idade do consumidor; e (v) criar uma nova escala de mensuração de valores pessoais para a área do Comportamento do Consumidor; além de fornecer evidências empíricas às empresas financeiras sobre segmentação de clientes pelos valores pessoais ou atitudes. / The knowledge of an individual's values allows us to better predict their evaluative attitudes towards a situation or object, for personal values drive and guide individuals to specific behaviors. To date, theoretical studies on personal values and attitudes have not investigated these constructs as antecedents of consumer loyalty. Therefore, this thesis proposed to elaborate and empirically verify four theoretical models related to the complex interrelation between personal values-attitude-loyalty phases. So as to test the models hypotheses, two surveys involving 1200 respondents each were carried out. By means of multivariate analyses, the results confirmed (i) the positive relationship between personal values and the cognitive and action phases of loyalty; (ii) the mediating role of attitude on the relationships between personal values-cognitive phase and personal values-action phase; and (iii) the moderation of the relationship personal values- loyalty phases by the demographic variables of gender, age, education and income. Such results contribute to widen knowledge frontiers by (i) inserting personal values as antecedents of loyalty; (ii) identifying the most important value (Family Security) to the consumer; (iii) elucidating concepts and clarifying the use of the mediating and moderating roles of variables in the Marketing discipline; (iv) support the hypothesis that personal values vary across consumer's gender and age; and (v) creating a new personal values measuring scale to the area of Consumer Behavior, besides providing empirical evidence to financial companies on client segmentation according to personal values or attitudes.

xiv, 203 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. / The purpose of this research is to advance understanding of mediated relationships in the form of parasocial interaction (PSI) in local television news branding efforts, particularly the influence of PSI on loyalty and commitment outcomes. This research is the first of its kind to attempt a test of both the TV PSI construct and Web PSI construct and their applicability to local news in the digital age. As part of this examination, the study introduces the concept of viral viewers. Motivated in part by affect, these viewers are willing to promote the station and its content across media platforms. Viewing and visiting characteristics leading to TV station and Web site loyalty and commitment are also identified. This study uses an online survey to explore three research questions and four hypotheses. The population of interest is visitors to local television news Web sites. Television stations in the Pacific Northwest were solicited to take part in the study. Six participating stations posted the survey on their Web sites. Data were collected from 277 respondents. Regression models showed Web PSI, station usefulness/quality, and TV PSI are all statistically significant predictors of loyalty and commitment. Web PSI has the largest beta coefficient when compared to the contribution of other variables. Hierarchical multiple regression also found that station usefulness/quality, site usefulness/quality, TV PSI, and Web PSI partially mediated the relationship between viewing and visiting characteristics and loyalty and commitment. The study concludes that local TV stations must be mindful of producing good content with viral potential in order to acquire help from viral viewers. Furthermore, news personalities remain important to overall brand strategy. This research fills three significant gaps in the literature surrounding local TV news research. First, it brings research on parasocial interaction into the digital age, advancing the application of the TV and Web parasocial constructs. Second, this study reconceptualizes notions of audience and promotion by introducing the concept of viral viewers. Third, it brings together scholarship regarding branding and local TV news, providing a systematic analysis of branding's role in local TV stations' multi-platform news strategy. Indexing (document details) / Committee in charge: Kim Sheehan, Chairperson, Journalism and Communication Scott Maier, Member, Journalism and Communication; Biswarup Sen, Member, Journalism and Communication; David Boush, Outside Member, Marketing

Made available in DSpace on 2016-08-03T12:31:21Z (GMT). No. of bitstreams: 1 Paulo Roberto Salles - 1 -20.pdf: 183008 bytes, checksum: 8a65325bd35c73f1dcae17537c01c06c (MD5) Previous issue date: 2011-04-12 / Relationship marketing as a tool to attract and retain students of private higher education is the theme of this research. This is a multiple embedded case study focusing on the Methodist University of São Paulo (UMESP) and Methodist University of Piracicaba (UNIMEP) which has as main objectives to point to factors that motivate students to choose certain higher education institutions, identifying how they act on the task of attracting them aiming to establish a relationship and effective communication with these stakeholders and keep them, as well as assessing the actual effectiveness of actions taken by the institutions. It proposes a theoretical incursion to address psychological motivations, cultural, economic and social issues related to the act of consuming and establish a correlation with the consumer-student . It also discusses characteristics of relationship marketing linked to the educational context and points to difficulties/challenges experienced by educational institutions in efforts to create and strengthen ties with students in order to make such a lasting partnership. 1400 questionnaires were administered at both universities to identify, among other things, desirableattributes of a high education institution, influencing factors for abandoning it and characteristics associated with communication processes that represent differential points. The study shows that despite the financial problems are a complicating component to the attraction and retention of students, others are also crucial, as the level of teaching excellence, faculty and the quality of the relationship established by educational institutions with such public. This quality, necessarily, is linked to attributes such as freedom to express ideas, space for dialogue and open communication, elements that challenge the current educational model and encourage to criate a new one. / O marketing de relacionamento como ferramenta para atrair e fidelizar os alunos do ensino superior privado é o tema desta pesquisa. Trata-se de um estudo de caso múltiplo incorporado enfocando a Universidade Metodista de São Paulo (UMESP) e a Universidade Metodista de Piracicaba (UNIMEP) e que tem como objetivos principais apontar fatores que motivam os estudantes a escolher determinadas instituições de ensino superior, identificar a maneira como elas atuam na tarefa de atraí-los com vistas a estabelecer um relacionamento e uma comunicação eficientes com esses públicos de interesse e fidelizálos, bem como analisar a real efetividade das ações desenvolvidas pelas IESs. Propõe-se uma incursão teórica para abordar motivações psicológicas, culturais, econômicas e sociais relacionadas ao ato de consumir e estabelecer uma correlação com o consumidor-aluno . Discutem-se também características do marketing de relacionamento associadas ao contexto educacional e apontam-se dificuldades/desafios vivenciados pelas instituições nos esforços de criar e estreitar os laços com os estudantes com vistas a tornar tais laços duradouros. Foram aplicados 1.400 questionários em ambas as universidades a fim de identificar, entre outros aspectos, atributos desejáveis de uma IES, fatores influenciadores para o abandono dela e características associadas a processos comunicacionais que representam diferenciais. O estudo apontou que, apesar de as dificuldades financeiras serem um componente que interfere na atração e na fidelização dos alunos, outros também são determinantes, como o nível de excelência de ensino, o corpo docente e a qualidade do relacionamento que as instituições de ensino estabelecem com tais públicos. Tal qualidade passa, obrigatoriamente, por atributos como liberdade para expressar ideias, espaço de diálogo e transparência na comunicação, elementos desafiadores ao modelo vigente e estimuladores a um novo fazer educacional.

O objetivo desta dissertação foi verificar a existência de padr6es partidarios de recrutamente de deputados para as Comissões Permanentes da Câmara dos Deputados na legislatura de 1995-1998. 0 ponto de partida foi o exame da trajetória profissional e politica de cada deputado disponível no Repertório Biográfico publicado pela Câmara dos Deputados e a listagem da composição das Comissões Permanentes. A hipótese que orientou esta pesquisa foi a de que o sistema de comissões representa um incentivo para que os partidos selecionem de forma mais cuidadosa os parlamentares indicados estrategicamente para sua composição / The objective of this work was verifying the existence of party patterns in deputy recruiting for the Deputy Assembly Permanent Commissions, in the 1995-1998 legislature. The starting point was the examination of the professional and politics course of each deputy available in the Biographic Repertoire published by the Deputy Assembly and the Permanent Commissions composing lists. The hyphothesis that guided this research was that the commission system represents a support so that the parties can select in a more careful way the congressmen strategically indicated for its composition.

O conhecimento dos valores de uma pessoa nos permite predizer suas atitudes avaliativas em relação a uma situação ou objeto, pois os valores pessoais orientam e guiam os indivíduos a um comportamento. Estudos teóricos sobre valores pessoais e atitudes não abordaram esses constructos como antecedentes da lealdade do consumidor. A partir dessa constatação, esse trabalho de tese propôs elaborar e verificar empiricamente quatro modelos teóricos que tratam da complexa inter-relação existente entre valores pessoais-atitude- fases da lealdade. A fim de testar as hipóteses dos modelos, foram realizadas duas surveys com 1200 respondentes cada uma. Por meio de análises multivariadas, os resultados confirmaram (i) a relação positiva entre os valores pessoais e as fases cognitiva e ação da lealdade; (ii) a mediação da atitude nas relações valores pessoais- fase cognitva e valores pessoais- fase ação; (iii)e a moderação da relação valores pessoais-fases da lealdade pelas variáveis demográficas de gênero, idade, escolaridade e renda. Tais resultados possibilitam a ampliação da fronteira do conhecimento ao (i) inserir os valores pessoais como antecedentes da lealdade; (ii) identificar o valor mais importante (Segurança da Família) para o consumidor; (iii) clarificar os conceitos e desmistificar a utilização dos papéis mediadores e moderadores de variáveis na disciplina de Marketing; (iv) confirmar a hipótese de que os valores pessoais variam conforme gênero e idade do consumidor; e (v) criar uma nova escala de mensuração de valores pessoais para a área do Comportamento do Consumidor; além de fornecer evidências empíricas às empresas financeiras sobre segmentação de clientes pelos valores pessoais ou atitudes. / The knowledge of an individual's values allows us to better predict their evaluative attitudes towards a situation or object, for personal values drive and guide individuals to specific behaviors. To date, theoretical studies on personal values and attitudes have not investigated these constructs as antecedents of consumer loyalty. Therefore, this thesis proposed to elaborate and empirically verify four theoretical models related to the complex interrelation between personal values-attitude-loyalty phases. So as to test the models hypotheses, two surveys involving 1200 respondents each were carried out. By means of multivariate analyses, the results confirmed (i) the positive relationship between personal values and the cognitive and action phases of loyalty; (ii) the mediating role of attitude on the relationships between personal values-cognitive phase and personal values-action phase; and (iii) the moderation of the relationship personal values- loyalty phases by the demographic variables of gender, age, education and income. Such results contribute to widen knowledge frontiers by (i) inserting personal values as antecedents of loyalty; (ii) identifying the most important value (Family Security) to the consumer; (iii) elucidating concepts and clarifying the use of the mediating and moderating roles of variables in the Marketing discipline; (iv) support the hypothesis that personal values vary across consumer's gender and age; and (v) creating a new personal values measuring scale to the area of Consumer Behavior, besides providing empirical evidence to financial companies on client segmentation according to personal values or attitudes.

La qualité de la relation établie entre le visiteur médical et le médecin prescripteur influence la fidélité du médecin prescripteur envers le visiteur médical et son intention de prescrire un nouveau produit. Le choix de faire référence exclusivement au contenu de la relation par le concept de la relation, est une démarche originale dans le champ de la prescription, il est validé par les résultats de l’enquête. Si pour prescrire le médecin généraliste n’a pas besoin d’éléments autres que son expérience personnelle de ce médicament, l’influence de la fidélité envers le visiteur médical aura une faible importance. A l’inverse, pour une nouveauté médicamenteuse le médecin basera son intention de prescrire sur la qualité de la relation mise en place, mais également sur sa fidélité envers le visiteur médical, représentant d’un laboratoire. En isolant la variable sensibilité à l’innovation du médecin généraliste, nous pouvons démontrer son influence sur l’intention de prescrire un nouveau médicament. Or l’innovation est un enjeu majeur pour l’industrie pharmaceutique mais également pour le médecin, elle concerne à la fois la connaissance et la prescription des médicaments. L’information est complexe par la multiplicité des sources et le médecin devra appuyer sa décision de prescrire un nouveau médicament sur une caractéristique individuelle, sa propre sensibilité à l’innovation. Nos résultats montrent qu’en 2013 en France il est difficile d’élaborer des stratégies de lancement de médicament, en ignorant l’orientation relationnelle des médecins. Nos résultats mettent en évidence l’influence de la qualité de la relation sur l’intention de prescrire. Notre approche permettra, non seulement de mieux comprendre les mécanismes de création et de développement de la qualité de la relation entre le visiteur médical et le médecin généraliste, mais également de mesurer ce concept par l’intermédiaire de ses composants (confiance, satisfaction et engagement dans la relation). De même, la sensibilité à l’innovation est une caractéristique individuelle du médecin généraliste, que les responsables marketing lors des stratégies de ciblage des médecins, doivent prendre en compte avant un lancement. / The quality of the relationship between the pharmaceutical sales representative and the physician, influence the prescribing physician loyalty to the pharmaceutical sales representative, the relationship quality also influences the physician to prescribe a new product. The decision to refer exclusively to the contents of the relationship with the concept of the relationship, is a novel approach in the field of prescription, it is validated by the results of the investigation. If the general practitioner, to prescribe, does not need items other than his personal experience of this drug, the influence of loyalty to the health visitor will have little importance. Conversely, for a new drug the doctor will base its intention to prescribe on the quality of the established relationship, but also on his loyalty to the pharmaceutical representative, Isolating the variable sensitivity to innovation, of the general practitioner, we can demonstrate its influence on his intention to prescribe a new drug. But innovation is a major challenge for the pharmaceutical industry and also for the physician; it involves both knowledge and prescription of drugs. The information appears complex due to the multiplicity of sources and the doctor will base its decision to prescribe a new drug on personal characteristic, its own vision of the novelty, his own sensitivity to innovation. Our results show that in 2013 in France it is difficult to develop strategies to launch drug while ignoring the relational orientation of physicians. Our results highlight the influence of the quality of the relationship on the intention to prescribe. Our approach will not only allow a better understanding of the mechanisms of creation and development of the quality of the relationship between the pharmaceutical sales representative and the general practitioner, but also to measure this concept through its components (trust, satisfaction and commitment in the relationship). Similarly, sensitivity to innovation is an individual characteristic of the general practitioner, as marketers in targeting strategies physicians should consider before launch. Similarly, sensitivity to innovation is an individual characteristic of the general practitioner, as such; it must be taken in account when marketers are targeting strategies to them.