Mobile technologies in customer service: a study with agribusiness managers

The study sought to identify the extent to which the use of Mobile Technologies (TM) impacts consumer demand in the agribusiness production chain. To achieve this goal, the TM in which agribusiness managers are inserted was contextualized, the tools that permeate the service to the agribusiness consumer market were mapped and the association between tm adoption and producers' performance in meeting demand was identified. The methodological strategy adopted to outline the research was a field survey with rural producers who sell products in a free fair. The results showed that rural producers use TM to meet the demand in which the items connectivity and portability stand out. The use of TM as a fundamental tool for producers to market products from the field, because receiving demand remotely helps in decision making and routine planning in the field.