Measurement of satisfaction customers with fast Food services

• Autor(a) principal: Radons, Daiane Lindner
• Data de Publicação: 2012
• Outros Autores: Torres, Carolina Cunha, Ceretta, Paulo Sérgio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/846
• topic: Fast-Food. Partial Least Squares. Customer Satisfaction.; Fast-food. Partial Least Squares. Satisfação de clientes.

Customer satisfaction has become one of the most relevant aspects for companies due to the increase consumer requirements who passed to enjoy a growing range of products and services. In this context, several studies were conducted to create and refine models, like the Swedish Customer Satisfaction Index, American Customer Satisfaction Index and European Customer Satisfaction Index, to identify the customer satisfaction level. This article aims to measure the customer satisfaction level with the fast food service, considering the customer expectations, perceived quality, image, perceived value, loyalty and complaints, which are part of the European Index of Consumer Satisfaction. The research held is descriptive and the data collection was obtained through a questionnaire consisting of 30 questions, applied students to 210  in Santa Maria, Rio Grande do Sul state, Brazil. Data analysis was made using the PLS-PM method. The results show that the perceived value is the variable what  has most impact on customer satisfaction and then the perceived quality and image and customers’ expectations. Most of the research hypotheses were confirmed, so than, the model used proved to be suitable for evaluating customers satisfaction regarding the fast food services.