Doces experiências: a qualidade dos serviços e a satisfação dos clientes em uma confeitaria artesanal do interior do Piauí

Abstract

This monograph addresses the quality of services and customer satisfaction in an artisanal confectionery shop located in the interior of Piauí. The objective was to analyze how the consumer experience and the attributes of the services offered influence consumer perception and loyalty. The research was conducted with a quantitative approach, of an exploratory-descriptive nature, using an online questionnaire, applied to 46 customers of Confeitaria Mais Sabor, located in the city of Picos-PI. The results indicated a satisfaction level of 93.5% in relation to the products offered by the confectionery shop, with the most prominent attributes being flavor, decoration and price. It was concluded that perceived quality goes beyond the product, and involves sensory and emotional aspects that strengthen the brand and influence the level of loyalty. The research offers relevant contributions to entrepreneurs in the artisanal confectionery sector, assisting in the strategic decision-making process.