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O papel da qualidade percebida na satisfação dos consumidores com as tecnologias de self-service
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Resumo(s)
À medida que a representatividade das tecnologias de self-service no âmbito daprestação de serviços aumenta, torna-se fundamental compreender a essência das novas interações estabelecidas entre os consumidores e os retalhistas, num contexto cada vez mais impessoal. Este fenómeno tem vindo a atrair vários investigadores para o estudo das tecnologias de self-service, no entanto identifica-se uma necessidade clara de pesquisas mais atuais que retratem a inovação verificada no setor do retalho, como os efeitos provocados pelo processo evolutivo destas ferramentas nas expectativas dos consumidores. Neste sentido, o presente trabalho tem como objetivo compreender a relação entre a qualidade percebida das novas tecnologias Scan&Go e a satisfação, no âmbito do retalho alimentar português. Para obter uma visão mais concreta da temática em estudo, esta pesquisa foi aplicada ao contexto da app Continente Siga. A recolha dos dados realizou-se por meio de um questionário, de natureza quantitativa, divulgado por via online e presencial, na loja Continente de Viseu, através do qual foram obtidas 115 respostas válidas, numa amostra de consumidores da marca Continente que já utilizaram, pelo menos uma vez, a tecnologia Continente Siga nas suas compras. A análise dos dados foi feita recorrendo ao software IBM SPSS Statistics, tendo os resultados revelado que a perceção de qualidade das tecnologias Scan&Go influencia de forma positiva a satisfação dos consumidores com o serviço, tendo as dimensões de Funcionalidade, Prazer, Segurança e Privacidade e Conveniência sido consideradas preditores da Satisfação. Em contrapartida, não foram encontradas evidências estatísticas que justifiquem o efeito das dimensões de Garantia, Design e Customização na satisfação dos consumidores com este tipo de serviço. Com este estudo pretende-se contribuir para a literatura existente com uma contextualização do modelo SSTQUAL (Lin & Hseih, 2011) à luz do panorama atual do retalho, servindo como base para investigações futuras sobre este tema. Além disso, em termos práticos, esta pesquisa visa orientar as empresas que adotaram serviços digitais de self-service, ou planeiam fazê-lo, ao fornecer informações concretas sobre os atributos mais importantes para alcançar a satisfação dos clientes.
As self-service technologies attendance in the provision of services increases, it is critical to understand the core of the new interactions established between consumers and retailers, in an increasingly impersonal context. This growing phenomenon has attracted several researchers to study self-service technologies, however there is a clear need for recent research that portrays the innovation noticed in the retail sector, as well as the consequences of the evolutionary process of these digital tools on consumer expectations. In this regard, this thesis aims to understand the relationship between the perceived quality of the new Scan&Go technologies, within the Portuguese food retail. To attain a more concrete view of this topic, the research was applied to the context of the solution Continente Siga. The process of data collection was carried out through a quantitative questionnaire, distributed online and in person, at the Continente store in Viseu, through which 115 valid responses were obtained from a sample of Continente supermarket consumers who had used Continente Siga technology at least once for their shopping. Data analysis was performed using IBM SPSS Statistics software, whose results revealed that the quality perception of Scan&Go technologies positively influences consumer satisfaction, with the dimensions of Functionality, Pleasure, Security and Privacy and Convenience being considered predictors of Satisfaction. On the other hand, no statistical evidence was found to justify the effect of the dimensions of Warranty, Design and Customization on consumer satisfaction with this type of service. This study aims to contribute to the existing literature by contextualizing the SSTQUAL model (Lin & Hseih, 2011) in light of current retail landscape, serving as a basis for future research on this topic. Furthermore, in practical terms, this reach aims to guide firms that have adopted digital self-service tools, or those who are planning to do so, by providing concrete information on the most valuable attributes for achieving customer satisfaction.
As self-service technologies attendance in the provision of services increases, it is critical to understand the core of the new interactions established between consumers and retailers, in an increasingly impersonal context. This growing phenomenon has attracted several researchers to study self-service technologies, however there is a clear need for recent research that portrays the innovation noticed in the retail sector, as well as the consequences of the evolutionary process of these digital tools on consumer expectations. In this regard, this thesis aims to understand the relationship between the perceived quality of the new Scan&Go technologies, within the Portuguese food retail. To attain a more concrete view of this topic, the research was applied to the context of the solution Continente Siga. The process of data collection was carried out through a quantitative questionnaire, distributed online and in person, at the Continente store in Viseu, through which 115 valid responses were obtained from a sample of Continente supermarket consumers who had used Continente Siga technology at least once for their shopping. Data analysis was performed using IBM SPSS Statistics software, whose results revealed that the quality perception of Scan&Go technologies positively influences consumer satisfaction, with the dimensions of Functionality, Pleasure, Security and Privacy and Convenience being considered predictors of Satisfaction. On the other hand, no statistical evidence was found to justify the effect of the dimensions of Warranty, Design and Customization on consumer satisfaction with this type of service. This study aims to contribute to the existing literature by contextualizing the SSTQUAL model (Lin & Hseih, 2011) in light of current retail landscape, serving as a basis for future research on this topic. Furthermore, in practical terms, this reach aims to guide firms that have adopted digital self-service tools, or those who are planning to do so, by providing concrete information on the most valuable attributes for achieving customer satisfaction.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025
Palavras-chave
Self-service Technologies Scan&Go Technologies Perceived Quality Satisfaction SSTQUAL Food Retail Tecnologias de self-service Tecnologias Scan&Go Qualidade Percebida Satisfação SSTQUAL Retalho Alimentar