IMPORTÂNCIA DA QUALIDADE NA CAPACITAÇÃO DO ATENDIMENTO AO CLIENTE EM SUPERMERCADOS: IMPACTOS NA SATISFAÇÃO E EXPERIÊNCIA DO CONSUMIDOR EM POSSE (GO)

Abstract

This article addresses the relevance of customer satisfaction in supermarkets in the municipality of Posse–GO, aiming to understand consumers' perceptions of the quality of services provided. Thus, the central objective of the research is to assess the level of customer satisfaction regarding the service offered, identifying critical areas and opportunities for improvement to ensure continuous service enhancement. This scientific research, applied in nature, employs a qualitative and quantitative approach, structured through an exploratory-descriptive case study. To conduct the field research, a semi-structured questionnaire was administered to local consumers. The results indicate the need for strategic investments in staff training to enhance service quality and optimize the customer experience in the analyzed supermarkets. Furthermore, among the dissatisfaction points highlighted by customers, the following were noted: lack of empathy, personalization, communication, and agility at checkout.