Estudo de caso sobre a satisfação do consumidor da Feira de Economia Solidária em Santa Maria - RS

Abstract

Fairs of solidarity economics stand out, increasingly, in world s economy. However, the great challenge is to offer quality in products and services to consumers, who become more and more demanding and critical. This research aims to identify whether the products that the Fair of Solidarity Economic in Santa Maria-RS offers fulfil consumers requirements. This research was divided into two phases. At the first, were developed and applied two questionnaires: one directed to the coordinators of groups of enterprises, in order to identify the satisfaction of entrepreneurs, and another one to the consumers, in order to identify their level of satisfaction, respecting to the quality of the Fair products. At the second, were crossed the data obtained by comparing the satisfaction levels of both groups surveyed, identifying the similarities and the differences on the quality of the products sold. The questionnaires were developed according to the SERVQUAL model, so it was possible measure the various dimensions of quality by a pre-established range. For data analysis, we used the Wilcoxon Test and Spearman Correlation. The data were processed using software Statistica 7.0. The results demonstrated the Fair of Solidary Economy of Saint Maria - RS to present satisfactory results, both in perception of the producers as consumers. It was concluded that the relationship contractor / consumers is extremely important for the competitiveness and dissemination of the principles of Solidarity Economics.