Satisfaction, loyalty and repurchase intention: a study with supermarket delivery consumers in times of pandemic

• Autor(a) principal: Barbosa, José William de Queiroz
• Data de Publicação: 2022
• Outros Autores: Barbosa, Maria de Lourdes de Azevedo, Ferreira, Lissa Valéria Fernandes, Pereira Filho, Evadio
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7336
• topic: Consumidor; Delivery; Intenção de recompra; Pandemia; Satisfação; Consumidor; Entrega; Intención de recompra; Pandemia; Satisfacción; Consumer; Delivery; Repurchase intention; Pandemic; Satisfaction

This study aimed to evaluate the effect of satisfaction with the supermarket delivery service during the pandemic on the level of loyalty and repurchase intention of the consumer. As a theoretical basis, support was sought in the literature review of the constructs: satisfaction, loyalty and repurchase intention. The mixed method approach was adopted. In the first phase, data were collected through a semi-structured interview script, obtaining 16 responses. Data were treated with the support of content analysis by Bardin (2011). For the descriptive phase, a questionnaire was designed based on satisfaction, loyalty and repurchase intention scales. The sample was accessed for convenience and the analyzes were performed considering 129 valid responses, using the structural equation technique. As a result of the exploratory phase, satisfaction can be observed by most respondents, which generated loyalty to this new way of shopping for supermarket products via delivery applications during the pandemic and seems to indicate that it will be a system that will continue to be used by many in the post-pandemic, revealing the intention to repurchase on the part of the customer. On the other hand, in the analyzes based on the structural equations, a negative relationship was observed between satisfaction and loyalty, which differs from the findings found in most studies in this area.