VEGANISMO EM JOÃO PESSOA: Análise dos fatores de fidelização de clientes

Abstract

With the objective of analyze the determinants of customer loyalty in vegan food services in João Pessoa-PB. The present study consisted of an exploratory cross-sectional research in which the research sample chosen were vegan food establishments, consumers of vegan and non-vegan establishments. Survey methodology was used for data collection according to Fonseca (2002), and questionnaires were applied online. As a result, it was found that a percentage of 88% of the vegan food services surveyed in João Pessoa, use local raw materials, and all establishments value the training of their employees, maintaining customer loyalty and product quality through good service. A percentage of 55% of customers seek these places for leisure, seeking to find good food, with quality and affordable prices. However, 50% of this public reports that they are not satisfied with the services offered, being highlighted among the causes that most cause dissatisfaction with the percentage of 60% are the receipt of wrong order, low quality of preparations, lack of varieties and prices considered abusive. This public qualified the hygiene of the place as essential, of which there is not much expectation, but, if the observed hygiene aspects are absent, it is a factor related to dissatisfaction. The association between monthly frequency and customer dissatisfaction was evidenced in which the higher the frequency, the greater the chances of dissatisfaction. As for the so-called non-vegan customers, a percentage of 63% go to establishments for leisure reasons and in the desire to be served quickly and appropriately, it should be noted that 50% of this public, according to the results, shows dissatisfaction with this service provision, being highlighted among the factors by 60% that the service is bad and the services are slow.