Avaliação da satisfação das consumidoras do varejo de roupas e calçados femininos em Candelária/RS.

Abstract

The evolution of women’s role in today’s society, as well as their participation in the job market and in the Brazilian economy, has provided an increase in the potential market of retail women’s clothing and accessories. This becomes more relevant by the fact that consumers are always looking for satisfaction. This study intended to evaluate the satisfaction among female consumers of retail women’s clothing in the city of Candelaria-RS, and to propose strategical recommendations of loyalty to improve the quality of the services offered. The methodology used consisted of three phases: firstly, it was made a qualitative research, which used the critical incident, to identify the attributes that impact the services evaluated, based on local consumers perception. These identified dimensions served as a basis for a questionnaire on the second phase of the research, which was a research of quantitative descriptive analysis using a structured questionnaire to evaluate the satisfaction of the target public and involved a sample of 240 female consumers of retail in Candelaria-RS. The third phase consisted of a strategical analysis aiming to reduce the attributes of greater dissatisfaction in the retail in order to increase consumer loyalty. The main results of the research made it possible to learn that the general satisfaction among consumers of local retail is 83.3% and their intention of shopping again is 85.4%. It was also identified, using Factorial analysis, that there are four main factors for the city retail: consumer attendance, products, services and infrastructure. Among the 19 attributes evaluated in the retail, only three had an unsatisfactory performance and need strategical actions of improvement: price, sale and parking.