CUSTOMER SATISFACTION IN THE RETAIL SECTOR: A COMPARATIVE BIBLIOGRAPHIC STUDY BETWEEN SERVICE MODELS

Abstract

Customer satisfaction in the retail sector is one of the pillars for the success of companies operating in this sector. This study sought to identify and analyze the most effective strategies to improve customer satisfaction in the retail sector, considering the diversity of service channels and the constant changes in consumer expectations. The research, of a qualitative nature, used the bibliographic review of authors such as Kotler and Keller, Bateson, Larentis and Sausen, and was based on relevant case studies. The overall objective was to understand how companies can integrate traditional and modern customer service models to increase consumer satisfaction and loyalty. The results indicated that employee training, personalization of services, and loyalty programs are essential to create positive experiences and promote customer loyalty. It is thus concluded that the adoption of an integrated approach, which combines technological innovation with traditional practices, is crucial to face contemporary challenges and ensure customer satisfaction, strengthening the competitiveness of companies in the market.