Analysis of the satisfaction of services provided by a retail supermarket based on the dimensions of quality

Abstract

The increasingly competitive marketplace requires organizations a better position with regard to service quality, and thus customer satisfaction is considered key part of this process. Manage the relationship with the client and service providers is as challenging. Therefore, this article aims to assess customer satisfaction, as the services provided in a grocery retailer, based on dimensions of quality. Applied a questionnaire, adapted from SERVIQUAL tool, the method opinion survey and census criteria, reaching a total of 179 respondents to assess the expectations and perceptions of consumers on issues related to the dimensions of quality:tangibility, reliability, responsiveness, assurance and empathy. It was found that, although customer perception has not exceeded the expectation in any of the dimensions, the gaps are presented showing relatively low perceived quality of services at the supermarket in the study.