Satisfação dos clientes de uma indústria de ração no Mato Grosso do Sul

Abstract

The objective of this study was to assess the level of satisfaction of the costumers of a cattle feed segment in an agribusiness company in the municipality of Maracaju - MS. In order to achieve this objective, we focused the specific objectives of: Analyzing the experiences of consumers in past interactions, measuring the level of customer satisfaction in relation to service, product, prices and charges, environment and overall satisfaction and we identified the main criterion used by the consumer for choosing that company. The theoretical reference was based on: Consumer Satisfaction, Relationship Marketing, Customer Loyalty and aftermarkets. The methodology used has a quantitative approach, being a descriptive case study, in which we applied a structured questionnaire, with closed questions of multiple choices to the clients of the company Benetti Industria e Comércio de Ração LTDA, through Likert scales, and taking into account the five dimensions: Service, Product, Price and Collection, Environment and General Satisfaction, to identify the perceptions, expectations, opinions and criticisms of the company's customers in the animal feed segment, as well as a brief interview with the manager of the company. Therefore, the analysis of the data made it possible to identify that the company is satisfying the aspects: Customer Service, Product, Price and Collection, General Satisfaction, having only the Environment as a problem to be solved. From the results obtained, we verified that the clients are mostly satisfied with the analyzed aspects.