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- Title
SATISFAZER PARA FIDELIZAR: UMA AVALIAÇÃO DA RELAÇÃO CAUSAL A PARTIR DA ANÁLISE DA QUALIDADE DOS SERVIÇOS EM SUPERMERCADOS.
- Authors
Alves Sincorá, Larissa; Rocha Vale, Laís; Soncini Pelissari, Anderson
- Abstract
The retail trade has significant representation in the Brazilian economy, with the supermarkets and hypermarkets being the most prominent. With the current economic scenario in Brazil, many sectors experience a fall in revenues, which signals the need to create competitive advantages that aim at customer loyalty, since the cost of maintaining is lower than that of capturing. Thus, in this perspective, this study proposes to test the impact of the dimensions of service quality on supermarkets in customer satisfaction and to determine the satisfaction contribution index to predict loyalty. As a theoretical reference, the conceptual approaches of service quality, satisfaction and loyalty were assumed. The research was carried out by means of a survey of three supermarkets in Vitoria-ES, in which 331 observations were collected. For the analysis of the data, we used the modeling of structural equations through the software SmartPLS-SEM 2.0, which based on the algorithm of partial least squares allowed the testing and validation of the built-in nomothetic model. From the results of this research, it was identified that the excellence dimensions of the supermarket inherent in the effectiveness of the cash service and the baking service did not present statistically significant contributions to positively influence customer satisfaction in the investigated locus, however, it was possible to verify that the atmosphere of the store and the promptness of service represent dimensions that positively impact customer satisfaction, which are responsible for providing greater accuracy and contributing to the overall adjustment of the structural model. Therefore, in the face of the findings, it is reflected that the participation of clients as interpreters of emotional stimuli is active, since they understand satisfaction as the reflection of the fulfillment of their subjective expectations (affective, emotional, relational, etc.), especially in what concerns to the way they are received and treated within supermarkets, thus generating levels of loyalty commonly understood by the existence of a deep commitment to buy or reuse a product or service of a company in the future, causing repeated purchases. It is concluded, therefore, that satisfaction, besides contributing to the formation of loyalty, translates into the supermarket sector as an emotional response to individual experiences. Despite the findings and contributions of the study, limitations were found, such as the use of service quality (or service excellence) in the supermarket as an indirect predictor of loyalty and not direct, given that new associations could power of explanation and adjustment of the model. Finally, as future recommendations of new researches, it was suggested the investigation of other dimensions that contribute to broad and positive impact of loyalty, which in turn, were not addressed and are unknown by this study in the supermarket sector.
- Subjects
VITORIA (Spain); BRAZIL; EMOTIONAL conditioning; CUSTOMER loyalty; CUSTOMER satisfaction; QUALITY of service; STRUCTURAL equation modeling
- Publication
Revista de Administraçãao da UNIMEP, 2019, Vol 17, Issue 2, p98
- ISSN
1679-5350
- Publication type
Article