Influência das experiências de loja na satisfação do cliente: Estudo de caso da Nivaldo Thierry (2018-2023)

Abstract

This study investigated the influence of in-store experiences on customer satisfaction with the Nivaldo Thierry brand from 2018 to 2023. The research aimed to analyze the various aspects of the in-store experiences offered by the brand, evaluate the relationship between the quality of customer service and satisfaction levels, and identify customer expectations and perceptions regarding their shopping experiences. Grounded in Bernd Schmitt's Experiential Marketing Theory, which emphasizes the importance of sensory, affective, and behavioral experiences in building lasting customer relationships, the study adopted a quantitative approach to examine these interactions. Data collected through interviews with 250 customers revealed that Nivaldo Thierry's in-store experiences play a crucial role in customer satisfaction. Factors such as the physical store environment, the quality of personalized service, and the integration of Mozambican cultural elements were identified as key determinants of customer satisfaction and loyalty.