Análise da satisfação dos clientes na livraria da UFSM

Abstract

Although the Livraria da Universidade Federal de Santa Maria is not for profit, prides itself on customer satisfaction, aiming to provide the books that customers need, making budgets and orders for books and participating in trade fairs within and outside the campus UFSM. Through a descriptive quantitative research, the study sought to verify the perception and customer satisfaction Livraria da UFSM, for products, services and care. The data collection was done through a questionnaire divided into two parts, the first part sought to identify a sample profile clients across socioeconomic data and the second part sought to identify the perceptions of customers for products, services and service, and to verify other information about the behavior and characteristics of clients of the Livraria. The shape was chosen for sampling non-probability convenience. Of which about 180 were sent questionnaires by mail and were approached 25 clients of the Library, leaving out the questionnaires with errors or incomplete filling, resulting 67 valid questionnaires. Data analysis was performed by descriptive and tabulation of data and building charts and tables using Microsoft Excel software. Through the results, it was possible to identify the items considered satisfactory and other assessed as unsatisfactory, which require modifications in order to increase customer satisfaction. Keywords: Livraria da UFSM. Customer satisfaction. Products. Services. Service. Marketing.