A relação entre qualidade percebida e lealdade do cliente em supermercados de Fortaleza

Abstract

This study aimed to analyze the level of influence of Perceived Quality on the Loyalty of supermarket customers in Fortaleza. The method in relation to the research approach was quantitative, descriptive, explanatory and survey. For data collection, the RSQ (Retail Quality Service) scales by Dabholkar, Thorpe and Rentz (1996) were adapted to measure Perceived Quality, according to repeat purchase evaluation questions used by Lopes (2007) to measure Attitudinal Loyalty and Behavioral Loyalty and the NPS methodology used by Filho (2008) to measure Attitudinal Loyalty. The results were analyzed based on 157 valid forms that demonstrate that there is a high level of customer perception in terms of Perceived Quality, Behavioral Loyalty and Attitudinal Loyalty of supermarkets in Fortaleza. No statistically significant relationship was identified between the dimensions of Perceived Quality and Behavioral Loyalty and between the dimensions of Perceived Quality and Attitudinal Loyalty, with regard to repeat purchase intention. A statistically significant with weak relationship (FIELD, 2009) was identified between the dimensions Physical Aspects, Reliability, Personal Interaction and Internal Policies of the RSQ forms and Attitudinal Loyalty, regarding the probability of indication.