Evaluating the Logistical Service in a Hybrid System of Marketing

• Autor(a) principal: Rosa, Mônica Vivianne Teixeira
• Data de Publicação: 2016
• Outros Autores: Afonso, Bruno Pellizzaro Dias, Guimarães, Eloísa Helena Rodrigues, Afonso, Tarcisio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12140
• topic: Marketing Channels; Multi-channel; Logistic Services.; Canais de Marketing; Multicanal; Serviços Logísticos.

The hybrid system of marketing, also referred to as multi-channel, has become an effective strategy of maintaining and expanding markets. However, the success of a new market channel is guided in its ability to provide an effective logistics services. The objective of this study was to identify how the logistical service provided by a new multi-channel distributor is assessed from the perspective of marketing channel agents. It is used an analytical model with dimensions of quality logistics services based on literature. For the analysis of the survey were conducted tests based on statistical inference, as T-Student test, Wilcoxon and Mann-Whitney-Wilcoxon (MWW). Evaluation results showed favorable rates as the logistics service provided by multi-channel and also indicated good levels in the quality of logistics services present in the production chain investigated. However, some dimensions of logistics services surveyed reported rates likely to improvements such as ease of procedures and post-delivery support. It was concluded that the strategy to diversify marketing channels provides strategic resource for organizations, providing opportunities for increased market share, brand consolidation, greater market coverage, logistic skills and differentiation from competitors.