O grau de satisfação das clientes quanto à qualidade do relacionamento praticado nas lojas de vestuário feminino do município de Rondon do Pará (PA)

Abstract

The study with the theme: the degree of customer satisfaction regarding the quality of the relationship practiced in the women 's clothing stores of the municipality of Rondon do Pará -PA, interferes with the purchase, aiming to verify in the women' s clothing sector of Rondon do Pará the degree of satisfaction relation to the quality of the relationship and its interference in the purchase intention. For the accomplishment of this study the SERVQUAL method was used. However, instead of analyzing the attributes of tangibility, reliability, receptivity, security and empathy, the relationship attributes were used: trust, empathy, friendship / warmth, recognition and emotional dimension. To measure the degree of satisfaction, we used the likert scale and the mean of the evaluation to perform the calculation of the attributes, according to the perception of the women who buy in the storesof Rondon do Pará -PA. This study allowed us to conclude that the marketing variables that are most taken into consideration for the satisfaction of these clients are: good service and the patience with which they are served; being these influencers for these customers to return or not to the store, to make new purchases. From the attributes, it was noticed that all 05 (five) attributes are valued by the clients and that these are strategic factors primordial for the companies, in such a way, that the satisfaction of the same determines if they are or will not be faithful to the establishment. As for the degree of relationship provided by the companies, through the measurement, it reached the grade of 3.27; this percentage shows that the relationship practiced by clothing stores in Rondon do Pará -PA is moving towards the area of agreement, but that, as a negative point, is still very close to the scale of nullity, implying that these clients are not yet loyal to the companies. And, as a positive point, this index can be of great importance for the companies to analyze their services, serving as the base in the decisions and the reformulation of their strategies.