Gestão da Qualidade na satisfação do cliente: estudo de caso sobre o serviço de delivery em um supermercado de Ouro Preto, MG

Abstract

Quality management plays a fundamental role in customer satisfaction, especially in services in which the consumer experience is directly related to process efficiency and service quality. This study aimed to analyze the importance of quality management in customer satisfaction with the delivery service of a supermarket located in Ouro Preto, Minas Gerais, based on consumers’ perceptions of the different stages of the service. The research is characterized as a case study with a quantitative and qualitative approach. Data were collected through a structured questionnaire applied to customers who use the delivery service, consisting of multiple-choice and open-ended questions, as well as the Net Promoter Score (NPS) and Customer Effort Score (CES) methodologies. The survey obtained 42 responses, with 41 complete responses for most of the questions, allowing the assessment of aspects related to order placement, customer service, delivery, cost-benefit and problem resolution. The results indicated a predominantly positive perception of the service, particularly regarding the ease of placing orders, customer service, and the courtesy and professionalism of delivery personnel. A high potential for service recommendation and a positive assessment of cost-benefit were also identified. However, opportunities for improvement were observed, mainly concerning delivery time, order picking and registration, and communication with customers. It is concluded that the delivery service presents a good level of satisfaction among the research participants, but the improvement of operational processes may contribute to increasing efficiency, strengthening customer satisfaction, and promoting customer loyalty. Keywords: Quality management. Customer satisfaction. Delivery service. Net Promoter Score. Customer Effort Score.