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Although supermarkets are replicating the neighborhood store business format, located in the lower socioeconomic levels from Colombia, have not yet attained displacement. As an adverse result to these interests, an increase in sales and participation of this type of retailer in the Colombian market has been observed in recent years. This phenomenon that has caught the attention and has been subject of study of researchers from sociology, anthropology, psychology, economics, management and marketing, have prompted the interest in conducting this research which aims to demonstrate, from the perspective of relationship marketing and social networks, why social relations and relational benefits has been the key aspects of success that make up the competitive advantage of the neighborhood stores studied in the city of Santiago de Cali, Colombia. Given the qualitative characteristics of the variables to assess, the collection and identification of the findings were made by using unstructured observation techniques, in-depth interviews and content analysis. Among the main findings, it was found that the aspects that have favored the permanency of such business in the market are: the spatial proximity, social and affective relationships that arise between merchant and consumers; human social networks, primary and informal, that arise in the interaction that occurs between the shopkeeper with customers, suppliers and other shopkeeper. Social relationships that emerge from this interaction produce long-term social and affective bonds, creating social, psychological, economic and personalization benefits for the parties. Finally, identified findings are expected to be useful for other organizations to formulate strategies of relationship marketing, or to those who are interested in doing future research in this field. Finally, findings identified expected to be useful for other organizations to devise strategies of relationship marketing, or who are interested in doing future research in this field. RESUMEN Aunque las grandes superficies estan imitando el formato de negocio de las tiendas de barrio ubicadas en los niveles socioeconomicos mas bajos de la poblacion colombiana, aun no han logrado su desplazamiento. Como resultado adverso a estos intereses, en los ultimos anos se ha observado un incremento en las ventas y participacion de estos minoris-tas en el mercado colombiano. Este fenomeno que ha llamado la atencion y ha sido objeto de estudio de investigadores desde la sociologia, antropologia, psicologia, economia, administracion y marketing, motivo el interes por realizar esta investiga-cion que tiene el proposito demostrar, desde la perspectiva del marketing relacional y los conceptos de redes sociales prima-rias, por que las relaciones sociales y beneficios relacionales han sido los aspectos claves de exito que han conformado la ventaja competitiva de las tiendas de barrio estudiadas en la ciudad de Santiago de Cali-Colombia. Dadas las caracteristi-cas cualitativas de las variables a evaluar, la recoleccion e identificacion de los hallazgos se realizaron mediante el uso de las tecnicas de observacion no estructurada, entrevistas en profundidad y analisis de contenido. Entre los principales ha-llazgos, se encontro que los aspectos que han favorecido la permanencia de este tipo de negocios en el mercado son: la proximidad espacial, las relaciones sociales y afectivas entre tendero y consumidor; las redes sociales humanas primarias e informales que surgen en la interaccion que se presenta entre el tendero con los clientes, proveedores y otros tenderos. Las relaciones sociales que emergen de esta interaccion, producen vinculos sociales y afectivos de largo plazo, creando benefi-cios sociales, psicologicos, economicos y de personalizacion para las partes. Finalmente, se espera que los hallazgos identi-ficados sean de utilidad para que otras organizaciones disenen estrategias de marketing relacional, o para quienes se en-cuentren interesados en realizar futuras investigacion en este campo.

Las relaciones sociales entre el proveedor y el comprador. Aplicación empírica del Marketing Relacional: un caso de estudio