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

Abstract

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