Análise da satisfação dos clientes através do composto de marketing: estudo de caso da loja Quero Quero e usuários do cartão Quero-Quero na filial de Cerro Largo – RS

Abstract

The globalization brought bigger dynamism to the market, creating many purchase options to customers, making them more demanding about what is offered. The costumer‟s satisfaction survey makes the companies able to get feedback about their relation to the customers, allowing the adoption of loyalty strategies and competitive advantage. Beside, provides to the costumer the sense of belonging of the company, as he feels valued giving his opinion to the company, providing self-realization and pleasure when buying. The customer‟s satisfaction is connected to its evaluation about the company marketing mix (product, price, place, promotion). Thus, this final paper objectives to analyze the costumer‟s satisfaction about the Quero-Quero store, located in Cerro Largo, RS, and the satisfaction of its own card users through the analysis of the marketing mix. To the data gathering a questionnaire was applied to 153 customers, from 11 th April to 11th May 2014. The results showed that, in a general way, the costumers are satisfied about Quero-Quero store. The only points which had negative evaluations are about interest demanded in the hire purchase and in the Quero-Quero card‟s bill‟s installment.