Quando a qualidade encontra a satisfação: um estudo de caso em uma microempresa varejista da Amazônia

Abstract

This article aimed to analyze the influence of quality elements on the overall customer satisfaction of a small retail enterprise located in Iranduba, Amazonas, Brazil. The research is grounded in classical approaches to service quality, particularly the SERVQUAL model and the Expectation Disconfirmation Theory. A quantitative and descriptive methodology was adopted, characterized as a case study, with the application of a structured questionnaire using a seven-point Likert scale to a sample of 175 customers. Data were analyzed through Structural Equation Modeling (SEM), using the SmartPLS 3.0 software. The results confirmed the hypothesis that quality elements exert a positive and significant influence on overall satisfaction (β = 0.877; adjusted R² = 0.768), indicating that approximately 77% of the variance in satisfaction is explained by perceived quality. The items with the greatest impact were individualized attention, willingness to help, and clarity of information, demonstrating that personalized service constitutes a decisive factor for satisfaction in small-scale retail. It is concluded that the conscious management of quality elements represents an effective and sustainable strategy for strengthening competitiveness and customer loyalty. The originality of the article lies in the empirical application of the model in a microenterprise, expanding the theoretical understanding of quality and satisfaction in smaller-scale business contexts.