Análise do nível de satisfação dos clientes de uma empresa de pequeno porte

Abstract

This study aimed to analyze the level of customer satisfaction of a small company operating in the aesthetics industry in the city of Rondonópolis-MT. In methodological terms, the quantitative and qualitative approach was used, supported by the SERVPERF method. The data were collected using physical and electronic questionnaires sent to the clients. Data were analyzed using SPSS 20 software (Statistical Package of Social Sciences), applying bivariate statistics, factorial analysis, reliability test, normality test and homogeneity, correlation analysis, and comparative among means. Based on the factorial analysis, the answers were grouped into four factors: customer and employee relations, attendance, professional relationship / physical space and services, which were tested with eight demographic aspects: questionnaire answered inside or outside the company, frequency, family income, schooling, neighborhood and profession. The results indicate that the data are significantly correlated and that such a method is perfectly adequate for data handling. Of the 6 hypotheses that were tested, 3 were corroborated, considering the attendance factor and the demographic aspects inside and outside, age and family income. The qualitative data served to highlight the findings of the quantitative research, besides indicating some different perceptions of the clients that had not been previously observed. The qualitative data served to complement the quantitative research, to highlight the findings, to go beyond just the numbers, and to indicate some different perceptions of the clients that had not yet been observed.