Avaliação da experiência do cliente no varejo popular: um estudo no mercado central de Fortaleza

Abstract

This study had as objective identify the factors influence the customer experience in the popular retail of handicrafts. It was done a bibliographical research about retail, popular markets, consumer behavior and satisfaction in the point of sale shopping experience. The study object chosen was the Fortaleza Central Market. It was made a field research descriptive quantitative with the participation of tourists in the Central Market. The research instrument used was based on the scale developed by Ramos, Costa and Matos (2012). It was identified the dimensions concerning to structure, assortment and attendance had a mostly positive evaluation, yet were suggested actions may contribute to the continuous improvement of these factors. At the end, it was concluded the research met the defined objectives and could add knowledge to the Central Market of Fortaleza’s managers. This study can also be used as a source of information for possible scale replications in other retail companies.