Análise da qualidade do serviço de atendimento ao consumidor de produtos alimentícios enriquecidos de vitaminas e minerais

Abstract

The market offers a wide variety of fortified foods that are identified by the labels by means of nutrition that make the food attractive to consumers seeking a healthy diet. Nutrition information labels generate doubts and increase demand Services Customer Service (SAC) that are of telephone answering services and service providers who have the intention to solve the queries of customers seeking information or seeking to make complaints. The aim of the study was to analyze the operation of the customer service of food products enriched with vitamins and / or minerals service. This work consists of a descriptive research with quantitative and qualitative characteristics, which examined the label of these products and the SAC.The labels were evaluated by applying a checklist of packaging based on legislation drafted by ABRE (Associação Brasileira de Embalagens) and the evaluation of the SAC was based on the methodology proposed by INMETRO assessing accessibility to SAC, during the relationship attention and resolving consumer demand, divided into three stages, the first of which assesses the availability of at least one channel for customer relationship, the second examines the return e-mails and, finally, the third examines the telephone service, the sum of points obtained in these three steps rated the service as satisfactory or unsatisfactory. Most information available on packages catered to current legislation (81.8%). In evaluating the SAC only 33.8% of companies presented in accordance with the methodology, and the critical points of this service are in the analysis of feedback via email and the resolution of the question demand service via phone, because responses were incomplete and unsatisfactory. Among the most feeds evaluated were unsatisfactory juices (30%), dairy products (27%) and cookies (13%). Thus, with respect to labeling, the majority showed up as expected, given the specifications of legislation providing consistent information to consumers, since the SAC presented several points needing improvement because not meet consumer demand correctly. The lack of better explanations of these two tools can lead consumers astray and lead to a result contrary to the objective effect relationship channels, both for the consumer and for the company.