Serviços logísticos: influência dos diferentes atributos de qualidade na satisfação e na lealdade dos clientes

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

This study aimed to identify the different attributes of quality of the logistic services and how these attributes influence the satisfaction and the loyalty of customers that use this service. For that reason, this study took into consideration two estimated results: first, the different attributes of the logistic services influence the satisfaction and loyalty of customers and; second, the relation between the performance of the services, in their different attributes, and the general satisfaction, as well as the loyalty of the customers, happen in a non-linear manner. Using the customers of the company Zanotelli Transporte e Logística (Zanotelli Transportation and Logistics) as researching data, this study aimed to identify the relations among the different attributes, satisfaction and loyalty, by using the method PRC (Penalty and Reward Contrast Analysis). It was possible to observe that: The attributes ability to provide complete services, capacity of delivering products that demand specific or especial care, service warmth offered by the front-line staff, and modern fleet of transport, have been classified as mandatory attributes. The attribute service speed when you get in touch with the company has been classified as attractive. Still, it was observed that two estimated results have been confirmed. The grouping of the attributes using Factor Analysis with Varimax Rotation with Kaiser Normalization identified in which dimension of service quality, according to Parasuramann, the attributes of this study would have greater factorial load. It was possible to observe that both general satisfaction and loyalty suffer a bigger influence of a group of attributes than of individual attributes. Regarding the influence in general satisfaction, it was evidenced that the dimension Security was classified as mandatory, the dimension Responsiveness as attractive and the dimensions Empathy, Trustworthiness and Tangibleness have been classified as unidimensional. Regarding the influence of loyalty, the dimensions Safety and Responsiveness have been classified as neutral, the dimensions Empathy and Trustworthiness as mandatory and the dimension Tangibleness as unidimensional. The data of the importance that clients attribute to the different attributes has been analyzed by the Importance-Performance Matrix. The attributes punctuality in delivery, delivery of the correct product, ability to provide a complete service, index of defects in transported goods, service warmth offered by the front-line staff, service speed when you get in touch with the company, compatibility of the communication system of the company with your system, and modern fleet of transport, located in quadrant I, have presented high performance and also high importance. The attribute level of knowledge of the staff involved, located in quadrant II, has presented low performance and high importance. The following attributes, located in quadrant III: ability of the company to provide emergency or special services, policy for the return of incorrect goods supplied by suppliers, frequency of collection and delivery, early warning of delays, quick delivery, recovery of any failures that might happen during the service, capacity of delivering products that demand specific or especial care, service speed when you get in touch with the company, have presented low performance and low importance. Located in quadrant IV, the attributes flexibility in time of collection and delivery and clear communication of the company with you regarding prices, terms of the contract, etc., have presented high performance and low importance. This study has presented, as a limitation factor, the fact that the results are associated only to the opinion of the customers of the company Zanotelli Transporte e Logística (Zanotelli Transportation and Logistics) and it cannot be applied to any logistic service, since it approaches aspects and experiences of one determined realit

ASSUNTO(S)

prc logística empresarial; satisfação do consumidor; serviço ao cliente administracao prc serviços logísticos logistic services loyalty lealdade matriz de importância e desempenho general satisfaction satisfação geral importance-performance matrix

ACESSO AO ARTIGO

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