Atributos do serviço logístico ao cliente na percepção de varejistas de bebidas na microrregião de Ituiutaba

Abstract

The objective of this dissertation was to analyze the perception of supermarket retailers in relation to the level of logistics service offered by beverage suppliers. A quantitative study was carried out as a survey in twenty - one supermarkets in the municipalities of Ituiutaba, Santa Vitória and Capinópolis, belonging to the microregion of Ituiutaba - MG. As a technical procedure, a structured questionnaire based on Stock and Lambert (2001) and Rafele (2004) was applied. Tangible components, forms of service and information actions were analyzed. In order to capture the perceptions about the variables, questions were proposed following a Likert scale of 1 to 10. The research revealed the need to review the service delivery policies, since most of the attributes surveyed received average scores below the expected performance. From the nonparametric Kruskal Wallis test for the comparison of distributions, it was concluded that no vendor was effective in the evaluation of retail supermarket customers. Nevertheless, it was found that the tangible components dimension received a significantly higher evaluation than the others for all suppliers. It was also concluded that suppliers are committed to the training of their sales consultants, but to achieve excellence, suppliers will need to give their consultants greater autonomy to solve problems related to service levels and similar packaging. Among the contributions of the study, 22 attributes were identified that cause ruptures. As a limitation of the study, we highlight the characteristic of transience and subjectivity linked to the perception of satisfaction with a service rendered.