Análise do relacionamento da cadeia de suprimentos do setor de serviços de Eventos em Goiânia – GO

Abstract

Increasingly, companies realize the necessity of interacting with the external environment. This market trend requires the companies new positions related to the relationship among members of the chain in which they are embedded. Into this approach the marketing supplier relationships stands out as one of the main operational strategies for the organizations’ competitiveness improvement. The aim of this study is to analyze the degree of relationship of the supply chain of the events industry services in Goiania GO evaluating how this process creates value to the final customer. However the industry is highly competitive, requiring
more and more interaction and professionalism of the involved agents. The main theories discussed at this study were supply chain, services, relationships, customer value and events. It was used the qualitative research, with a semi structured script to collect data with members of the supply chain of the event industry, considering, event organizer, suppliers and customers. The survey results indicate that, in general, there is a gap between the reality of supply chain of the event industry in Goiania and the concepts of relationship with suppliers studied in the literature, once the relations between chain members is more characterized as transactional exchanges.