Atributos Que Influenciam Na Percepção Da Satisfação Dos Clientes De Postos De Combustível: Um Estudo Exploratório

This study aimed to identify the key attributes concerning the customer satisfaction of the municipality of fuel stations of Santa Cruz do Sul, from the Rio Grande do Sul state in a modern, globalized world , the customer is increasingly valued and disputed in the segment, because competition is increasingly fierce , a fact , regardless of their geographic location. Therefore, the methodology developed in the study was a qualitative exploratory study to identify the attributes that influence the process of choosing and assessing the quality of customers. In order to identify positive and negative aspects through interviews, from the critical incident technique. The survey was conducted with 100 client stations using the 1 Mestrando em Administração pela UNISCosvaldopinheiro@mx2.unisc.br 2 Doutor e Mestre em Administração pela UFRGSimur@imur.com.uy Atributos que Influenciam na Percepção da Satisfação dos Clientes de Postos de Combustível: Um Estudo Exploratório. REGMPE, Brasil-BR, V.1, No3, p. 146-163, Mai./Jun.2016 http://www.regmpe.com.br Página 147 analysis of the interviews the technique of content analysis. The end result of the incidents was a number of 750 incidents, which analyzed after generating a list of nine attributes in macro dimensions that influence customers at the petrol station option. The attributes identified in the research could help and contribute to future research segment.