A importância do marketing relacional na gestão do restaurante Sete Portes

Abstract

This article aims to contribute to a better understanding of the importance of relationship marketing in the management of a restaurant. To this end, a case study of a renowned restaurant located in the city of Barcelona was developed - the Sete Portes restaurant. Using the Six Markets Model of Christopher, Payne and Ballantyne (2002), the relationship management model of this restaurant is illustrated and its relevance in the process of creating value for the different stakeholders is shown. The case study developed may be a useful tool in the process of teaching relationship marketing in undergraduate and masters’ degrees.