This paper aims to propose an approach to evaluate the quality of online shopping services in times of pandemic COVID-19, from the ordering of quality attributes taking into account customers' perception. The proposed approach was developed from a structured questionnaire containing 25 quality attributes adapted from the E-S-QUAL model and applied to consumers of online shopping services. Fuzzy set theory was used in the approach to simplify the subjectivity of human judgment, along with the extension of Technique for Order Performance by Similarity to Ideal Solution (TOPSIS). Therefore, this research was classified as applied, exploratory, quantitative and survey. To achieve the research objective, 819 questionnaires were collected. Among the main findings, it is highlighted that the attributes “product availability”, “products with excellent quality”, “confidence in online shopping processes” and “ease of buying online” were the ones that presented the best perceptions of quality by the respondents. At the other end, the attributes "opinion sharing on social networks", "buying online is a good option when you have little time", "distraction in online shopping searches" and "shopping online is a pleasure" showed the highest level of dissatisfaction with the service. Thus, this article highlights the importance of online shopping services in times of the pandemic caused by COVID-19, and its main contribution and originality is the development of an approach that aims to support the decision-making process, establishing strategic actions for the continuous improvement of online shopping services with the reduction of subjectivity in customer perception and with successive refinements.

Service quality is crucial to consumer loyalty. However, it is challenging to understand and meet customer expectations effectively. Translating customer feedback into actionable insights in the service industry poses difficulties, particularly without a systematic approach that balances customer requirements with business constraints and strategic objectives. This study proposes an approach that integrates customer perspectives into multi-criteria decision models by utilizing the fuzzy Kano model to capture service perceptions and minimize response uncertainty. It also uses 5W2H and PROMETHEE II to formulate service improvement actions and establish prioritizations, providing a structured framework for managerial implementation. When implemented in the food truck sector, this framework proves effective in addressing unique challenges, enhancing service quality, boosting customer satisfaction, and fostering loyalty. This study offers a valuable contribution to management by presenting a replicable model that aids managers in making strategic decisions, aligning customer perspectives with management efforts, and providing insights for continuously improving initiatives within the food service industry.

Goal: The goal of this research is to propose a system for the implementation of the standardization of processes, and for their continuous improvement and optimization in the administrative area of companies. Design / Methodology / Approach: A system for the implementation of process standardization was proposed and carried out through stages for structuring each process. Results: It was noticed that although no ideal model can be deployed in all organizations, there is a real necessity for companies that need tools to be used and adapted to the needs of each company. Limitations of the investigation: It is worth mentioning the fact that this work was elaborated considering the specificities of the company and that the planning for the implementation of the necessary changes was performed, observing the particularities of the company. Practical implications: The study demonstrates that with an organizational restructuring of the company, it is possible to structure internal and external processes, thus creating a faster and more accurate flow of information between departments and allowing lean management by eliminating obsolete and unnecessary processes. Another practical implication observed is the creation, control, and monitoring of indicators to achieve the results of the projected processes, as well as checking of the evaluation of these processes that can be maintained or changed according to the company's strategic planning. Originality / Value: This article contributes to the strengthening of strategic knowledge aimed at the standardization of administrative processes for the continuous improvement of quality in the services of retail companies and can be applied in companies from emerging countries.

Purpose: Food service demands a greater concern with food security, as around two million people in the world, among them the majority of children, die from foodborne diseases. The purpose of this study deals with the adoption of the COOK CHILL system, in the principles of the hazard analysis and critical control point system (HACCP), within a food and nutrition unit of a petroleum refinery, to enable food security and cost reduction operational services in food services by using the traditional method of food production. To do so, hygienic-sanitary diagnosis based on Brazilian ANVISA standards is carried out. Design/methodology/approach: The company that served as an object for the case study is an oil refinery located in the northeast region of Brazil, divided into 55 units with a production capacity of 323.000 barrels/day. For reasons of confidentiality, it will be referenced throughout the text of this work as Refinery. Findings: With the implementation of the system, it was possible to reduce operational costs, food waste and energy and to provide safe food and increasing customer satisfaction. Originality/value: The improvement achieved with the production of food quality was the adoption of the COOK CHILL system in the application of HACCP through the use of value (D) to control the biological CCP and monitoring through the control sheets.

Goal: The main objective of this study was to evaluate the preference structure for MSS certifications in a Brazilian supply chain. Design/methodology/approach: To form the set of attributes, five MSS were selected that certify companies in the Brazilian sugarcane supply chain, and a sample of 66 large and medium-sized companies in operation was obtained. Results: The results show that the Brazilian sugarcane companies supply chain presented a higher preference for suppliers with ISO 9001 (38.7%), ISO 22000 (19.9%), ISO 14001 (19.6%), OHSAS 18001 (13.2%) and ISO 27001 (8.6%) certification and contribute to the literature by offering new and broader insight into industrial buying behavior in the business-to-business context with respect to the adoption of MSS. Limitations of the investigation: The low number of observations may be a factor limiting the investigation. And the study is limited to sugar-alcohol companies in Brazil. Practical implications: Companies within the supply chain still prefer the traditional certifications, even when the market is saturated with such certifications. These results help better explain industrial behavior and illuminate the relationships that companies develop within the supply chain, that might thus be of great assistance to suppliers wishing to become part of this supply chain by identifying which MSS certifications are most valued by purchasing companies. Originality/value: The article analyzes which MSS are most important for the Brazilian companies of sugar cane and ethanol. And can be of great value to managers, suppliers, and stakeholders in this industry, as well as a model for developing countries.

Purpose: Food trucks are a global entrepreneurial phenomenon; however, their adoption in developing countries remains underexplored. This study explores food truck quality attributes and their impact on customer satisfaction in a cross-cultural context from the perspectives of customers and entrepreneurs.Design/methodology/approach: This research presents two independent studies from distinct perspectives. Study 1 assessed customers’ perceptions of food truck quality in the metropolises of Recife, Brazil (n = 176) and La Paz, Bolivia (n = 137), using a quantitative Kano model approach. Study 2 explored entrepreneurs’ perceptions using qualitative thematic analysis to gain an in-depth understanding of food truck development. A comprehensive analysis converged to provide insights into the factors affecting customer satisfaction and dissatisfaction.Findings: Quantitative Kano analysis revealed that the quality attributes that influence customer satisfaction with food truck services vary across contexts. However, consistent customer concerns regarding food safety and service reliability have been identified as key drivers of dissatisfaction. Qualitative thematic analysis demonstrated that entrepreneurs adopt diverse strategies for customer satisfaction and retention, tailoring their approaches to the specific contexts of their target markets. Although the food truck segment evolved differently in the two countries, a partial alignment was found between entrepreneurs’ and customers’ views.Originality/value: This study examines food truck services by exploring the drivers of customer satisfaction, dissatisfaction and entrepreneurial strategies in a cross-cultural context. By analyzing both customer and entrepreneur perspectives, this study offers an in-depth understanding of the food truck phenomenon in emerging markets, addressing regional variations and management challenges to enhance customer satisfaction and loyalty.