Análise da satisfação dos clientes na empresa Mercearia Adolfo

Abstract

In a globalized world with intense transformations and changes in consumer behavior, the pursuit for customer satisfaction has become a competitive difference among companies which seek to keep a place in the market. Thus, this study aimed to evaluate the satisfaction of Adolfo’s Butcher clients regarding the quality of the offered products and services. Then, the specific objectives were: describing the current history of the company, identifying the customer satisfaction regarding the quality of products and services and suggesting improvements at the services provided by the company. The study methodology used was the qualitative one, and the focus of the study is being inserted in the area of Marketing Management. This research is classified as quantitative, since it is suitable to measure opinions, attitudes, preferences and behaviors. Otherwise, the survey also has a qualitative character, since observations were made during the interviews, and at the place where information was collected. Data collection was done through a questionnaire applied to 145 customers who make up the sample needed for the obtained data besides an interview with the company's employees in order to get to know the relationship and level of cooperation and commitment of them related to the satisfaction of the company’s costumers and clients. From the data tabulation, we identified the external forces which directly influence the development of the company as well as its weaknesses and strengths and also suggestions for improvements. On a general framework, we identified that the level of customers and client’s satisfaction at Adolfo’s Butcher store, related to products and services, is very good, although there are ways to improve it even more, with the aim of retaining more clients.