Factors influencing consumer satisfaction related to supermarket services
DOI:
https://doi.org/10.6008/CBPC2179-684X.2021.001.0006Keywords:
Service, Supermarkets, Consumer, Satisfaction FactorsAbstract
Supermarkets are a link between producers and end consumers. Nevertheless, consumers have an opinion about what would be value for them, and supermarkets have to understand what this value is, and then to develop more sophisticated position strategies aiming consumers satisfaction and to increase supermarket performance. The aim of this study is to identify the main factors that influence consumer satisfaction related to supermarket services. The methodology employed was characterized by a descriptive research involving a survey of 240 supermarket customers in the extreme north of Rio Grande do Sul. The results showed eight factors that provide value (benefits) for the customers: customer service, variety, sales, products, environment, prices, accessibility and location. Besides its marketing contribution to the supermarket business and to the wellbeing of the population where it was conducted, this study also has academic and scientific implications because it widens the study of factors that influence consumer satisfaction in supermarkets.
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