ANÁLISE DA SATISFAÇÃO DOS CONSUMIDORES DA FEIRA DO PRODUTOR RURAL DE NOVA ANDRADINA/MS

Simone Geitenes Colombo; José Francisco dos Reis Neto; Mirian  Batista de Oliveira Bortoluzzi

Simone Geitenes Colombo Universidade Federal do Mato Grosso do Sul https://orcid.org/0000-0002-2138-212X
José Francisco dos Reis Neto Universidade Anhanguera - Uniderp
Mirian Batista de Oliveira Bortoluzzi https://orcid.org/0000-0001-5972-102X

Abstract

Quality is a factor that can make a big difference in a consumer's decision to purchase a product or service. The evaluation of service quality can be a barrier to sales, especially for small entrepreneurs who do not know how to know if the service they are providing pleases the consumer. Rural producer fairs are important for sustainable rural development, as they allow family farmers to sell their products and diversify their source of income. However, often, these farmers without training in management tend to find it difficult to understand the needs of their consumers and thus offer a quality service. In this sense, this article aims to analyze the satisfaction of consumers at the rural producer fair in the city of Nova Andradina/MS in relation to the quality of the services offered. To achieve this objective, questionnaires were applied to a sample of consumers at the fair based on the SERVQUAL method in order to assess the dimensions of quality adapted to the situation under study. The results indicate the need for improvement in six of the seven dimensions evaluated.

Keywords: services; quality; ServQual.

Author Biography

Simone Geitenes Colombo, Universidade Federal do Mato Grosso do Sul

Graduada em Engenharia de Produção pela UTFPR e Mestre em Engenharia de Produção pela UFPR. Atualmente é professora da UFMS, Camous de Nova Andradina.