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Master's Dissertation
DOI
10.11606/D.3.2002.tde-30102002-120852
Document
Author
Full name
Jorge Luiz Veríssimo Pereira
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2002
Supervisor
Committee
Toledo, Geraldo Luciano (President)
Gualda, Nicolau Dionisio Fares
Silveira, Jose Augusto Giesbrecht da
Title in Portuguese
Serviço ao cliente no processo logístico no contexto do relacionamento do elo indústria-varejo: um estudo na indústria de laticínios refrigerados.
Keywords in Portuguese
customer service
indústria de laticínios
logística
varejo
Abstract in Portuguese
O objetivo desta dissertação é contribuir para o entendimento do conceito de customer service e como ele pode ser uma ferramenta útil para o desenvolvimento de estratégias logísticas. Para tanto, estabeleceu-se um aprofundamento teórico do conceito, baseado na literatura sobre customer service e logística. Também estão presentes conceitos como o de valor, o de preço e qualidade, os tipos de relacionamento e os canais de distribuição. Por fim, aborda-se o setor varejista e o seu comportamento de compra. Foi conduzida uma pesquisa exploratória, mediante um estudo em uma empresa do setor de laticínios refrigerados. Nesta empresa, foi analisada apenas a logística de seus produtos refrigerados. Os resultados da pesquisa indicaram que a empresa não domina o conceito de customer service. Foi constatada, ainda, uma grande desvantagem competitiva da empresa com relação à empresa líder do mercado. Verificou-se, ainda, que a empresa deve reformular totalmente suas estratégias logísticas se ela pretende ser uma empresa competitiva e que satisfaça seus clientes e acionistas. Concluiu-se que customer service pode ser uma importante ferramenta no processo de estabelecimento de uma estratégia logística competitiva que agrega valor aos produtos da empresa.
Title in English
Customer service in the logistics process in the context of the relationship of the link industry-retail: a study in the dairy products industry.
Keywords in English
dairy products industry
logistics
retail
Abstract in English
The aim of this dissertation is to contribute for the understanding of the concept of customer service and how it can be a useful tool for the development of logistic strategies. Indeed, the theory used was based on customer service and logistics literature. Concepts of value, price, quality, type of relationship among companies and channels of distribution are also present. Moreover, the retail sector and its purchase behavior are studied. An exploratory research was conducted as a case study in a company of dairy products industry. In this company, only the logistics of its refrigerated products was analyzed. The outcome of this research pointed out that the company doesn’t have enough knowledge about the concept of customer service. It was verified that the company has a great disadvantage if compared with the leading company of the industry. Therefore, the company should enhance its logistics strategies if it intends to be a competitive company that brings satisfaction to its customers and stockholders. So, customer service could be an important tool in the process of establishing a competitive logistics strategy that adds value to its products.
 
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JVerissimo.pdf (849.52 Kbytes)
Publishing Date
2002-12-10
 
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