Improving manufacturers’ distribution performance and customer service in grocery products supply in Brazil: a longitudinal study

This article deals with the evolution of customer service practices in grocery products distribution in Brazil (1994‐2001), based on a longitudinal survey of grocery retailers. Data were collected on retailers’ expectations on four relevant dimensions of customer logistics service provided by manufacturers, as well as on their perceptions of logistics service performance of the typical supplier and the best supplier. The evolution of the gaps between retailers’ expectations and manufacturers’ perceived distribution performance was investigated, as well as a trend in terms of an increase or decrease in customer satisfaction with service provided by suppliers in such dimensions. Results indicate that retailers typically tend to be satisfied with the service provided by their suppliers. In addition, there may be an adjustment of distribution performance to expectations of retailers and to the provision, in some cases, of service above customer expectations.