ANALYSIS OF SUPERMARKET CUSTOMER SATISFACTION BY MEANS OF MULTIVARIATE ANALYSIS: A CASE STUDY

The main purpose of this research is to evaluate the activities developed in Supermarkets by means of atributes given by the customers. The research was conducted in three districts of a city at the southern of Santa Catarina State, where it was used descriptive statistics, cluster and factor analysis, to verify the performance and cluster formed by the variables. Later on, relevant factors were consideres and had been identified by customers in all districts where the study was conducted, also were introduced normative varialbes to be intepreted as normative variables, so the behavior of all variables were analyzed, which enabled a ranking among the variables. The "waiting time in line" show a low performance in relation to others variables, especially in the A supermarket. We identified factors related to attendance and organization of Supermarkets as being of relevance to customers. It is understood that these variables identified as relevant are subject to adjustments by the managers and easy to maintain, in an affordable cost to the company, thus allowing customer loyalty.