Avaliação da satisfação das consumidoras do varejo feminino em Venâncio Aires.

Abstract

The changing role of women in the society, as well as and their increasing participation in the labor market and in the Brazilian economy, has represented an increase in the potential market of women clothing and accessories retail sector. This issue becomes more relevant because satisfaction is a relentless pursuit of female consumers. Considering these facts, this study main objective is to evaluate the female retail consumer satisfaction in Venancio Aires. The methodology has been characterized by a qualitative exploratory study to understand the relevant attributes in retail services, with a quantitative descriptive evaluation approach of 280 consumers. Data analysis involved multivariate statistics for structural equation modeling. Analyzes with structural equations suggest that the service, the price and the differences perceived by consumers, influence their satisfaction and thus consumers loyalty to retailers. The results of this study provide other retailers the opportunity to use the methodology for customer satisfaction evaluation.