Resumo:
This dissertation suggests, through an exploratory research, the study of the role of the leader
in the retail segment. Based on the bibliography found, the classical theories of leadership,
the existing types, how they act, and how they interfere in the managing process of an
organization were identified. In the study of commerce, in addition to its historical aspect and
natural evolution, we have also considered the current difficulties of the sector
competitiveness, adequacy to technological advancements consumer market changes and the
behavior of today’s consumer. The research used ‘ Casa Joka’ a retail shop as its field study
for the development of its qualitative and quantitative methodology interview techniques and
a list of questions to be answered by the owners, employees and customers were used
according the bibliography studied. The material collected an studied, made it possible to
outline the leadership characteristics of a businessman in commerce, his behavior in relation
to employees and customers and attitudes to client satisfaction and fidelity.