Serviço ao cliente: uma avaliação do nível de serviço logístico oferecido por uma empresa de bens de consumo

Abstract

This survey was conducted in a multinational company that operates in the sector of nondurable consumer goods in the international context through the licensing of its brands. Companies that have the right to produce and distribute licensed products are named bottlers. The aim of this study was to measure 13 bottlers in the level of development of logistics Customer Service activities for Key Accounts clients, for it was developed a diagnostic tool based on the available literature on the subject. This diagnostic tool was used in three rounds of assessment in order to check the evolution of the bottlers maturity level of logistics Customer Service activities. They also identified and discussed a series of logistic activities of Customer Service based on a visit in a multinational food industry considered benchmarking in these activities. The diagnostic results show that there was an evolution of the maturity level of logistics Customer Service activities over time, however this trend was not uniform, resulting in a higher variance when comparing the levels of development of all bottlers in the first assessment with the levels obtained in the third and final evaluation.