Resumo:
This present study talks about the quality service in the supermarket sector, giving focus on
the independent grocers alliance. Therefore, it aimed at analyzing the relation between the
consumer satisfaction and the provided services by an independent grocers alliance of the
supermarket sector through the identification of the consumers’ and customers’ expectations
and perceptions. The research whose object of study was an independent grocers alliance of
the region was carried out in Itajubá, a town in the state of Minas Gerais. The work was
structured in three steps, taking in account one and five failures of the conceptual model of the
quality service. Different samples were used for each step such as five hundred and twenty
consumers in the first step and four supermarkets’ managers in the second step. For collecting
the data, the structured interview with the managers of the supermarket organization and the
application questionnaire through the interview with the consumers and the supermarkets’
managers were applied. Thus, the most important factors were identified among the ones
considered by the consumers for the choice of the supermarket. The provided services by the
independent grocers alliance were identified as well. Finally, the impact of these services on
consumers’ satisfaction were analyzed by using the evaluation conception of quality used in
the SERVQUAL scale, considering the consumers’ expectations and perceptions.
