Service in supermarkets based on their incident factors. A theoretical-empirical study in Colombia

Customer satisfaction is a determinant of business success due to factors such as the entry of new compatible products, ease of access to information, buyer demands, elasticity of demand, and consumers' growing concern for issues such as health and environmental care. The purpose of this manuscript is to evaluate the factors incident to customer satisfaction from a theoretical approach with empirical evidence from postulates on the measurement of customer satisfaction and service quality. The method follows a conclusive study with a quantitative and cross-sectional approach. The collection of primary information was carried out by means of a structured and validated instrument administered in three cities of Colombia. Descriptive statistics were used for data triangulation through Excel and SPSS programs. It is estimated that the factors affecting customer satisfaction focus on aspects such as installed capacity, infrastructure, implementation of sanitary measures, customer service, and institutional philosophy. It is also concluded that it is necessary to implement mechanisms for measuring customer satisfaction, which should be adapted to the culture of each region, the customers' needs and the supermarkets' characteristics.