摘要：The Relationship marketing is focused mainly at long term relation, and it is based on interaction, net and relationships (GUMMESSON, 1994). To build these relationships is necessary to have the loan confidence and compromising (BALLATYNE, 2003). The principal objective of this research is to investigate how the relationships are developed and lived according to the micro and small companies’ reality that practice activities from the retailer trade. Besides that, it was intended to verify some problems faced in these relations and the importance of coworkers to the client’s fidelity, in the owners’ opinion. The data collection was carried out by a semi structure questionnaire, in forty-three companies which practice the retailer trade activity, and it is localized in Campo Mourão downtown, in the northwest of Paraná. It was discovered, in these companies, that the relationship construction is linked to the efforts conducted to the public calling. The organizational interdependence matter is confirmed at the moment that are overtopped the considered important topics to the relationship construction. This subject has a large area of study to be investigated, and the research suggest directions to future investigations.
