In the last few decades, we have seen a dynamic change in the nature of relationships. Transactional marketing, in which the individual interests of each party are more important then the joint benefits, has given way to relationship marketing that aims to maximize the value that both parts obtain from the relationship in which they are immersed. The establishment, development and maintaining of relationships oriented to the long term represents a decisive step in reaching a competitive advantage. Loyal clients constitute one of the principal sources of profitability for companies and they become their most valuable assets. The evolution of competitive scenarios justifies that the nature of the relationships among members of the distribution channel be submitted to a continuous process of change. The increase in competition and changes in the final consumer’s behavior are factors that are modifying the traditional situation in the distribution channels.