Análise da satisfação de clientes de supermercados por meio de análise multivariada

Abstract

Along with the increasing variety of products and services, achieving customer’s satisfaction becomes the starting point for consumers when they choose to buy a type of product from a particular company. In order to achieve customer’s satisfaction and keep these costumers, it is required by the companies the constant search for improvements in their attributes of both products and services. Only meeting the needs of customers is not enough, nowadays it is necessary to identify the expectations of customers and where possible to exceed them. The present study aims to evaluate supermarket customer’s attributes and, therefore, the research was conducted in three districts of a city located in southern Santa Catarina state. Through descriptive statistics, multivariate analysis, specifically cluster and factor analysis, the performance and grouping of variables were assessed and the factors considered relevant by customers from ‘Rede A’, a supermarket network, were identified and from a supermarket group called here ‘The others’, in all the districts of this study. Together with the cluster analysis, it was carried out the assessment of groups through normative evaluation variables. The research complied with the proposed objectives and identified the attribute "waiting time in line" has a low performance against ‘The others’, especially at ‘Rede A’. We identified factors related to care and organization of the supermarket, as being of relevance to customers, attributes which are easy to maintain and have accessible cost for the company, thus allowing maintenance and customer’s loyalty.