Identification of customer satisfaction in services: a study on agribusiness dealers

Abstract

Objective - This paper presents an analysis of service factors that impact customer satisfaction with dealers in the sugarcane segment in Sao Paulo state - Brazil. Design/methodology/approach - The research method is descriptive quantitative, based on survey. Data is secondary gathered from the tractor-making company's database, with n = 88. Tools used for multivariate statistical analysis were factor analysis and correspondence analysis. Findings - The results revealed a reduction in latent variables into two components: trust and relationship. The correspondence analysis presents association among variables "cost-benefit of spare parts" and "treated fairly and honestly". Practical implications - Despite the evidence of a relationship between the results and the information available in the literature, results cannot be generalized, since theory doesn't fully describes the investigated sector. Future research may advance towards validating if the emerged variables are relevant on the strategic decision making process for this segment.