Avaliação de satisfação dos clientes do ponto do confeiteiro

Abstract

Currently, marketing is an important tool for companies, given its breadth of functions and the ability to understand the customer and their needs, in order to target the products and services that satisfy them. In this context, the general objective of this work was to measure the degree of satisfaction of the customers of the Ponto do Confeiteiro store, located in the city of Palmeira das Missões - RS. This study regarding the objectives is classified as a descriptive research and has a quantitative approach, since the data were analyzed through a database, which was built considering the collection obtained through the research questionnaires answered by the clients of store. Along with the satisfaction survey, the Net Promoter Score method was also applied. As for the procedures, the survey is characterized as a case study. The sample, classified as non-probabilistic and for convenience, totaled sixty respondents. The study showed satisfactory results with respect to the marketing mix and other consumer satisfaction assessments. The Net Promoter Score, a tool used to calculate the percentage of promoters and detractors, also showed good results, placing the company in a high category of reference in consumer satisfaction. It is concluded that the studied company has a good reputation with its consumer, however, it needs to improve its communication and visibility on social networks. In addition, with the suggestions of the study, the company can improve its performance in the market and expand its network of customers.