Quality service in a retailing company, using fuzzy SERVPERF model

Abstract

Customer satisfaction in a cleaning products retail company is measure in this work. In the research method, the intentional sampling was used, focusing on 90 customers who are already in the company's portfolio. The instrument was defined under SERVPERF method. In data analyses fuzzy was used to reduce the responses ambiguity.  In measuring customer satisfaction, we propose to use weights for the dimensions and items analyzed, because, although all of them are relevant, according to the operational and strategic criteria of the companies, some they might have greater relevance for the customer.

According the results, the weighting proposal allowed creating a traffic-light color to categorize customers according to their level of perception. It was identified that 4% of the clients of the studied company are high risk, 30% medium risk, and 66% can be considered loyal.