masterThesis
Fatores da satisfação e fidelidade do cliente: um estudo no varejo de supermercado
Fecha
2006-07-20Registro en:
SANTO FILHA, Nilva Coimbra do Espírito. Factors affecting customer satisfaction and loyalty: a study on the supermarket sector. 2006. 175 f. Dissertação (Mestrado em Estratégia; Qualidade; Gestão Ambiental; Gestão da Produção e Operações) - Universidade Federal do Rio Grande do Norte, Natal, 2006.
Autor
Santo Filha, Nilva Coimbra do Espírito
Resumen
This thesis deals with the factors affecting customer satisfaction and loyalty in the supermarket sector. It is adapted a model proposed by Johnson et al. (2001) and included the brand construct as a loyalty of construct antecedent. It is conducted a survey with a sample of
290 customers of a supermarket in Natal city, Brazil, and descriptive and multiple regression statistical analysis. The main findings are that the proposed model is confirmed with quality being the main factor affecting satisfaction, but also in this case the place marketing construct playing a key role on satisfaction. The loyalty model is also supported by this research with the brand construct appearing important for a segment of the customers. This study support the conclusion that customer satisfaction is not the sole or main factor to explain loyalty