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Avaliação do serviço de distribuição ao varejo: Um estudo empírico no segmento dos médios supermercados

Author(s): Domingos Fernandes Campos

Journal: Contextus
ISSN 1678-2089

Volume: 10;
Issue: 2;
Start page: 83;
Date: 2012;
Original page

Keywords: Supply chain management | Logistics | Distribution | Customer service | Mid-size supermarkets | Cadeia de suprimentos | Logística | Distribuição | Serviço ao cliente | Supermercados

This article aims to analyze the strategic positioning of distributors and wholesalers in the retail food industry on theservices offered to mid-size supermarkets in a city of the northeast region of Brazil. A survey was conducted within fortymid-size supermarkets. The results of this research made it possible to rank the importance of the main attributes relatedto distribution services. Moreover, it was possible to analyze the level of satisfaction among retailers in relationship tothe top ten distributors and assess how the distributors are positioning themselves strategically in the market, regarding agroup of offered service attributes. Matrices of absolute and relative importance and performance were used to assess thestrategic positioning of the distributors. The results are important for managers—both marketing and logistic—developtheir opportunity matrices, seeking to reduce the existing gaps between their current practices and the benchmarkestablished by the best practices.
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