Da Fome à Vontade de Comer: uma análise dos instrumentos para medida de satisfação do consumidor de lojas de alimentação

Abstract

The literature suggests that the practice of research of consumer satisfaction has become an important action for businesses because it can provide information necessary for future decision making more consistent as regards to marketing and sales. In this sense, it is common to find many food shops adopting tools with the objective of evaluating consumer satisfaction. This paper analyses the instruments used by such stores from the standpoint of scientific methodology, seeking to know if those instruments are elaborated in accordance with what scientific methodology advocates and if they are able to measure the satisfaction of the consumers. Thus, in order to enable the study, forms were collected in a food court of a large shopping centre in the Metropolitan Region of Recife and the analysis of each one was based on a framework of categories for analysis of forms for measuring consumer satisfaction, drawn from theory discussed by authors such Oliveira Moraes (1994), Babbie (1999 ), Gil (1999 ), Richardson (1999 ), Malhotra (2001 ), Vergara (2009 ) and Vieira (2009 ) .

Keywords

• Marketing research
• Data collection instruments
• Consumer satisfaction
• Scientific methodology