Fatores decisivos para a satisfação do cliente em lojas varejistas de departamento

Abstract

The retail companies work constantly to pursuit profit and success. To achieve this goal they need to satisfy and loyalty their costumer. Based on that, this paper work seeks to identify the main factors that lead to customer satisfaction in relation to retail stores. A literature search was performed, addressing relevant aspects such as customer behavior, relationship marketing, customer loyalty and total satisfaction. To identify determinants of customer satisfaction level, it was used a method of qualitative research, with closed questions, directed to customers of retail stores. The analyses results showed that there are failures in the care stores, mainly in relation to queues and lack of staff. Nevertheless, it is still possible find a level of satisfaction in relation to prices and product varieties that this market offers to their customers. From this result, it is possible focus on the most critical and work on developing to achieve the quality and total customer satisfaction.