This paper analyses how buyer companies perceive the value added to products and services offered by their suppliers and identifies the predominant elements that affect purchasing decisions and establishment of relationships between companies in a B2B context. A multiple case study was developed in 12 buyer companies from three industrial segments in southern Brazil: metal-mechanics, furniture and foods. The findings show that for supplier companies in the metal-mechanics industry to add value, they must identify buyers' needs, develop technology/innovation, be focused on competitive aspects, keep control of the supply chain, provide different purchasing channels, develop partnerships, and adapt to cultural aspects. Companies in the food industry consider the model for creating value to adapt to meet customer needs, the effective use of purchasing channels, functionality of products, and technical knowledge. The companies in the furniture industry value the methods that suppliers use to capture and implement required changes, effective control of the supply chain, and the representativeness of the suppliers' brand in the market. This study captures the perception of buyer companies in relation to predominant value-adding elements and could guide decisions for the adoption of managerial actions by supplier companies focused on adding value.

O objetivo deste trabalho é apresentar uma análise do processo de recuperação de serviços realizado a partir das reclamações dos clientes e de como as melhorias dos processos são efetuadas nas empresas. O trabalho apresenta conceitos relativos a expectativas e percepções, falhas e reclamações, recuperação de serviços e melhoria da qualidade em serviços. O método de pesquisa utilizado é o estudo de caso, que foi empregado em três organizações: uma empresa com alto grau de contato com cliente e serviço personalizado; uma empresa atuante no varejo com médio grau de contato, e uma empresa com baixo grau de contato com o cliente por se tratar de um serviço de massa. Ao final, discutem-se os resultados e encaminha-se a continuidade da pesquisa. Os achados da pesquisa sugerem a necessidade de uma estratégia de recuperação de serviços atrelada à melhoria dos processos, de modo a fornecer o serviço certo já na primeira vez.

This paper presents an analysis of the process of service recovery based on customer complaints and also how improvement processes are handled within the companies. The paper presents concepts related to expectations and perceptions, flaws and complaints, service recovery and improvement in the quality of services. The method used in the research was the case study. The case studies were taken from three companies: a company with a high degree of contact with customers and customized service, a company operating within retail with a medium degree of contact, and a mass service company with very limited customer contact. At the end of the research, results are discussed and areas for continued research continuity are defined. The findings of this research suggest the need for a service recovery strategy linked to an improvement in processes in order to provide the correct initial service.