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Previous issue date: 2004 === The great growth of the market insurer in Brazil brought, to the long one of the last ones, difficulties for the companies to become related adequately with its customers (correctors and insured), compelling them to rethink it its businesses. In this context, the behavior of the consumer of the market automobile insurance assumes special connotation and starts to be obligator question in the search of the competitive advantage. Thus, the general objective of the present study is to establish procedures between the corrector, the insured and the insuring one, with a plan of action of fidelização to maximize resulted for the companies, from strategies of relationship marketing, based in the triad customer, insuring corrector ando For in such a way, it is used of a theoretical and empirical survey of the reality of the sector of automobile insurances, refined in the current period of training, and presents concepts and tools of marketing of relationship that adapted could lead to the increase of the values collected for the insuring ones, with conquest of new customers and retention of the current ones. The results indicate that it has innumerable of possible applications of relationship marketing in the insurances automobile segment, as suggests the study of case of the Niterói branch office of the searched organization, capable to make with that the companies of the sector develop its prescription potential and maximize its relationship with the correctors and the final consumers === o grande crescimento do mercado segurador no Brasil trouxe, ao longo dos últimos, dificuldades para as empresas se relacionarem adequadamente com seus clientes (corretores e segurados), obrigando-as a repensarem seus negócios. Nesse contexto, o comportamento do consumidor do mercado securitário de automóvel assume conotação especial e passa a ser questão obrigatória na busca da vantagem competitiva. Assim, o objetivo geral do presente estudo é estabelecer procedimentos entre o corretor, o segurado e a seguradora, com um plano de ação de fidelização para maximizar resultados para as empresas, a partir de estratégias de marketing de relacionamento, baseadas na tríade cliente, corretor e seguradora. Para tanto, utiliza-se de um levantamento teórico e empírico da realidade do setor de seguros de automóvel, apurada no estágio atual, e apresenta conceitos e ferramentas de marketing de relacionamento que, adaptadas, poderiam levar ao aumento dos valores alTecadados pelas seguradoras, com conquista de novos clientes e retenção dos atuais. Os resultados indicam que há inúmeras felTamentas de marketing de relacionamento passíveis de aplicabilidade no segmento de seguros de automóvel, como sugere o estudo de caso da filial Niterói da organização pesquisada, capazes de fazer com que as empresas do setor incrementem seu potencial de receita e maximizem seu relacionamento com os COlTetores e com os consumidores finais.
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