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Exploração do impacto do modelo de qualidade total do ponto de vista do cliente da Mercadona
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Autores
Orientador(es)
Resumo(s)
bida do serviço, a satisfação do cliente e a lealdade do consumidor na rede de supermercados
Mercadona. O estudo aplicou o Modelo de Qualidade Total (MQT) a partir da perspectiva dos
consumidores, com foco no papel mediador da satisfação na construção da lealdade.
Para alcançar esse objetivo, foi utilizada uma metodologia quantitativa, com a recolha de
dados realizada por meio de um questionário aplicado na plataforma Qualtrics, obtendo 202
respostas válidas de clientes da Mercadona. Os dados foram analisados por meio do software IBM
SPSS, utilizando regressões lineares múltiplas para testar as hipóteses.
O MQT foi avaliado com base em cinco constructos principais: variedade de produtos,
marca própria, preço, ambiente e word-of-mouth. O objetivo era identificar quais desses fatores
impactam a qualidade percebida do serviço. Os resultados revelaram que apenas a variedade de
produtos, o ambiente da loja e o word-of-mouth influenciam significativamente essa perceção. No
entanto, constatou-se que a qualidade percebida do serviço, embora importante, não exerce uma
influência direta sobre a lealdade dos clientes. Em vez disso, a satisfação atua como um mediador,
sugerindo que a qualidade do serviço precisa, primeiro, proporcionar uma experiência satisfatória
para que possa gerar lealdade.
A dissertação contribui para a literatura ao ampliar o entendimento sobre as interações entre
qualidade percebida, satisfação e lealdade no setor de retalho. O estudo destaca a satisfação como
mediador crucial entre qualidade percebida e lealdade, oferecendo uma nova perspectiva sobre
essa dinâmica. Além disso, evidencia que a qualidade do serviço, embora importante, precisa ser
complementada por fatores como a satisfação para garantir lealdade de longo prazo. Os resultados
também oferecem novas perspectivas sobre a gestão da qualidade do serviço em empresas
orientadas para a experiência do cliente, como a Mercadona.
This master's thesis investigated the relationship between perceived service quality, customer satisfaction, and consumer loyalty within the Mercadona supermarket chain. The study applied the Total Quality Management (TQM) model from the perspective of Mercadona's consumers, focusing on the mediating role of satisfaction in developing loyalty. A quantitative methodology was used to achieve this objective, with data collected through a questionnaire administered via the Qualtrics platform, yielding 202 valid responses from Mercadona customers. The data were analyzed using IBM SPSS software, employing multiple linear regressions to test the hypotheses. The TQM model was evaluated based on five key constructs: product variety, private label, price, store environment, and word-of-mouth. The goal was to identify which of these factors impacted perceived service quality. The results revealed that only product variety, store environment, and word-of-mouth significantly influenced this perception. However, it was found that while perceived service quality is important, it does not directly impact customer loyalty. Instead, satisfaction acts as a mediator, suggesting that service quality must first provide a satisfactory experience to generate loyalty. This thesis contributes to the literature by expanding the understanding of the interactions between perceived quality, satisfaction, and loyalty in the retail sector. The study highlights satisfaction as a crucial mediator between perceived quality and loyalty, offering a new perspective on this dynamic. Furthermore, it shows that although service quality is important, it must be complemented by factors such as satisfaction to ensure long-term loyalty. The results also provide new insights into service quality management in companies focused on customer experience, such as Mercadona
This master's thesis investigated the relationship between perceived service quality, customer satisfaction, and consumer loyalty within the Mercadona supermarket chain. The study applied the Total Quality Management (TQM) model from the perspective of Mercadona's consumers, focusing on the mediating role of satisfaction in developing loyalty. A quantitative methodology was used to achieve this objective, with data collected through a questionnaire administered via the Qualtrics platform, yielding 202 valid responses from Mercadona customers. The data were analyzed using IBM SPSS software, employing multiple linear regressions to test the hypotheses. The TQM model was evaluated based on five key constructs: product variety, private label, price, store environment, and word-of-mouth. The goal was to identify which of these factors impacted perceived service quality. The results revealed that only product variety, store environment, and word-of-mouth significantly influenced this perception. However, it was found that while perceived service quality is important, it does not directly impact customer loyalty. Instead, satisfaction acts as a mediator, suggesting that service quality must first provide a satisfactory experience to generate loyalty. This thesis contributes to the literature by expanding the understanding of the interactions between perceived quality, satisfaction, and loyalty in the retail sector. The study highlights satisfaction as a crucial mediator between perceived quality and loyalty, offering a new perspective on this dynamic. Furthermore, it shows that although service quality is important, it must be complemented by factors such as satisfaction to ensure long-term loyalty. The results also provide new insights into service quality management in companies focused on customer experience, such as Mercadona
Descrição
Palavras-chave
Mercadona Modelo de Qualidade Total Qualidade percebida Satisfação do cliente Lealdade Total Quality Model Perceived service quality Customer satisfaction Consumer loyalty
Contexto Educativo
Citação
Deléo, Mariana Stefanini (2024). “Exploração do impacto do modelo de qualidade total do ponto de vista do cliente da Mercadona”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão