A experiência de compra do consumidor supermercadista: um estudo entre supermercados de uma cidade do interior do Rio Grande do Norte

Abstract

The purpose of this study is to verify whether the shop's internal environment, variety and value of the merchandise, interaction with staff, presence and interaction with other customers can positively affect customer satisfaction at the time of purchase in a supermarket. A survey was conducted with the participation of 629 respondents, of which 551 were considered valid for the study. The study amplifies the research done by Terblanch (2018), when proposing a simpler scale and with great power of explanation of the latent variables. After the data are systematized, the sample is split in two to perform the factorial analysis and the verification of the hypotheses in the structural model. Four hypotheses have been tested to see which latent variables increase customer satisfaction when shopping at a supermarket. The internal environment of the store, the variety and value of the merchandise, and the interaction with the employees of the establishment, were shown positively related to customer satisfaction supermarket. Another finding of the research reveals the association between the value that the customer spends on average for a month with purchases at a supermarket and the choice of this supermarket.