MARKETING RELATIONSHIP AND TRADING IN THE RELATIONSHIP BETWEEN SERVICE PROVIDERS, HEALTH OPERATORS AND FINAL CUSTOMER: THE SEARCH FOR AN INTEGRATING MODEL

The marketing relationship finds similarities with the concept of cooperative bargaining, the purpose of this is to find solutions to mutual gains with long-term vision. Within this approach, we sought to build an integrative model of relationship marketing and negotiation in the relationship between service providers, health operators and final customers in the health plan market in Brazil, this relationship is complex, full of conflicts and stagnation. It was first used, first, as an exploratory research of direct observation of the phenomenon referred to relationship marketing, trading and health insurance to increase employment opportunities. Then, the method of data collection was in that environment through online questionnaires using the survey method, in the representative sector. The type of sample used, where n = 217 and the confidence level was 95%, not intentional probabilistic. In the final, it was concluded that the initially proposed model was fully accepted, taking into account the choice of methodology, then achieving the main objective of this study.