Quality of service and customer satisfaction in Peruvian food markets

Abstract

Final consumers still go to food markets to purchase basic family products; this purchase attitude is more frequent in low-income sectors because prices are relatively low, and in many cases service quality and customer satisfaction are sacrificed. In this context, the objective of this study was to determine to what extent service quality and customer satisfaction are related in Peruvian food markets. Through a quantitative approach at a descriptive and correlational level, the sample consisted of 183 buyers, and the instrument was a questionnaire with 16 items, whose reliability index was a Cronbach's Alpha of 0,996. As a result, a coefficient (r=0,990) and a significance value of 0,000 were obtained. It was concluded that there is a strong relationship between the proposed variables; it is inferred that if the service quality variable increases, so will the customer satisfaction variable, in the same magnitude and vice versa. It is recommended to propose strategies and policies to standardize the quality of the service provided, and thus leverage the satisfaction that the customer perceives for the provision of such services and the consequent increase in the sale of the products sold there.