Avaliação da qualidade dos serviços prestados em um supermercado sob a ótica do cliente: uma abordagem exploratória

Abstract

The objective of this study was to assess the quality of services provided by a supermarket under the perspective of the customer. For this, applied the SERVQUAL instrument adapted to the characteristics of the analyzed service. The validity of the instrument was evaluated by application of factor analysis, while reliability by the use of Cronbach's alpha. These tests confirmed the validity and reliability of the proposed instrument. The results showed that the attributes price, payment methods, facilities and fast service, were the attributes which supermarket customers had higher expectations, but showed poor performance. Thus, it is expected that the indicators presented in this study allows the formulation of the best and most agreed management strategies to achieve full customer satisfaction.