Marketing de relacionamento: eficiência operacional no transporte de cargas

Abstract

Currently, road freight transport is primarily responsible for the flow of inputs and products, effectively and efficiently, from the supplier to the intended destinations in Brazil. In this sense, the transport activity is essential for the functioning of the economy. However, in the face of a dynamic and competitive market, it is essential to adopt more sustainable strategies that make the proper use of available transport resources, allowing for gains in efficiency and reduction of operating costs. In this sense, the search for customer acquisition, loyalty and retention has been a key part for carriers to become more than service providers, but business partners. In this way, the objective of this application project is to use the relationship marketing tool for the loyalty of outsourced service providers in a cargo transport company that provides logistics services. Based on the theoretical framework, which includes the topics of relationship marketing, value proposition and benchmarking, the study in question will present a new proposal, based on existing practices, answering the question of the ideal relationship model to guarantee retention and attracting outsourced transporters. A research was carried out through interviews with outsourced transporters to collect information about their satisfaction. The tool used in the construction of the value proposition was the Canvas, in order to help the company to better understand its customers and to understand, from the company's deficiency in customer relationship, the need for adjustments and improvements mainly in the generation of information for cargo offering, vehicle management, financial control and greater gains for carriers such as supply with differentiated values, ease in the anticipation of receivables and management of your company.