Proposal of a Model for Measurement of Consumer Satisfaction for Parties and Clubs

• Autor(a) principal: Muniz, Karlan Muller
• Data de Publicação: 2014
• Outros Autores: da Silva, Wesley Vieira, Francisco Maffezzolli, Eliane Cristine
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• DOI: 10.5585/remark.v13i1.2510
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12025
• topic: Consumer Satisfaction, Measurement Scale, Confirmatory Analysis; Satisfação do Consumidor; Escala de Mensuração; Análise Confirmatória

Satisfaction is a construct rather exploited in marketing and consumer behavior, having been explored in many contexts, countries, and business segments, which seeks to map the most relevant attributes in the analysis of the consumer in relation to a particular product or service. This study sought to identify and propose a scale for measuring consumer satisfaction in relation to parties and clubs, which present strong market growth and professionalization at the present time and that have not been explored academically. The method for consolidating a scale followed procedures suggested by the literature, including an exploratory qualitative analysis to outline the context and subject matter and to generate items pertinent to the satisfaction of the consumer segment, the use of exploratory factor analysis techniques to a refinement model, and a confirmatory factor analysis technique for testing and debugging the model. The final model is proposed second order, with appropriate indexes and interpretable factors, and is composed of six dimensions, namely, the party profile, speed of service, restrooms, crowd, comfort, and price charged. Finally, we discuss the issues arising from the evaluation regarding consumer satisfaction with a service like parties and clubs, and advances for research are suggested.