Determinantes da satisfação do consumidor em relação aos revendedores dos produtos da Cervejas de Moçambique - CDM na Cidade de Maputo

Abstract

Currently, it is not enough to sell the product, it is necessary to make the customer satisfied. The client satisfied is very likely to repeat the purchase and become loyal. In a producing company There are, among others, services associated with the sale of goods to the consumer. In the case of Mozambican beers, these services are provided by resellers. As a gift work, it was intended to analyze the determinants of consumer satisfaction in relation to Resellers of CDM products. The main objective of this work was to evaluate the determinants of customer satisfaction consumer in relation to resellers of CDM products in the city of Maputo. Through the literature review, three service variables have been identified that can be determinants of consumer satisfaction in relation to services, namely: Profile, People / Procedures and Processes. Each aggregates a set of attributes that have been adjusted according to the research purposes. The proposed objective was materialized through a qualitative research, a Since the study was based on the opinion of customers, research also classified as being descriptive; and quantitative, because it emphasized the causal relationship between variables. The choice of respondents was not subject to planned criteria of stratification of the sample, the choice was made for convenience. The research concluded that there is no variable that assumes the determining character principal in all situations, they complement each other and must be assumed in a joint and articulated. Depending on the analysis established, different variables assume the determinant character, nevertheless, to be able to establish priorities, starting with the attributes that the research considers to be the most important, that is, the attributes under which consumers are most sensitive to when it comes to satisfaction.