Avaliação da qualidade em serviços: estudo de caso em uma central de negócios do setor supermercadista

Abstract

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.