Objetivo: Determinar el nivel de satisfacción de los usuarios atendidos en el Tópico de Medicina del Servicio de Emergencia del Hospital Nacional Arzobispo Loayza, Lima, Enero del 2015. Material y Método: Diseño cualitativo, descriptivo, transversal. La medición de la satisfacción del usuario se realizó mediante la encuesta SERVPERF modificada, el cual mide la satisfacción del usuario de acuerdo a sus percepciones El muestreo fue por conveniencia y estuvo constituida por 77 personas (usuarios y acompañantes). El procesamiento de datos se realizó de acuerdo al rango de satisfacción. Resultados: El 92.2% de los usuarios estuvieron satisfechos con la atención. Las dimensiones de fiabilidad, seguridad, empatía y aspectos tangibles de la encuesta SERVPERF resultaron con más del 80% de usuarios satisfechos (94.3%, 89.6%, 89.6 % y 84.5%; respectivamente); pero la dimensión capacidad de respuesta resultó con la mayor cantidad de usuarios insatisfechos – muy insatisfechos y extremadamente muy insatisfechos (23.4%) / Tesis

nÃo hà / Este estudo utilizou o mÃtodo SERVPERF para mensuraÃÃo da percepÃÃo de desempenho por parte dos usuÃrios de um setor de serviÃos de Suporte de Infraestrutura de TI em uma InstituiÃÃo Federal de Ensino Superior (IFES), mais especificamente, na Universidade Federal do Cearà (UFC). Desta forma, foi fundamental o aprofundamento dos conceitos sobre qualidade, serviÃos, qualidade dos serviÃos e serviÃos de TI. Portanto, este trabalho buscou identificar os usuÃrios que efetivamente utilizam os serviÃos de suporte de TI para realizaÃÃo de uma avaliaÃÃo dos serviÃos prestados. Utilizou uma abordagem exploratÃria com base em uma amostra estratificada por mÃs de solicitaÃÃo dos serviÃos, onde para o mÃs de Dezembro de 2015, perÃodo escolhido para realizaÃÃo da pesquisa, 59 usuÃrios foram selecionados. Ao final obteve-se 55 respondentes, o que representou 93,22 % do Universo da pesquisa. A percepÃÃo geral de desempenho da qualidade dos serviÃos avaliados apresentou uma mÃdia de 4,19 em uma escala de 1 a 5. A dimensÃo seguranÃa apresentou o melhor desempenho com mÃdia de 4,44 enquanto que a dimensÃo tangibilidade apresentou a pior avaliaÃÃo com mÃdia de 3,71. A conclusÃo final deste trabalho à que o modelo SERVPERF escolhido atendeu Ãs necessidades desta pesquisa, demonstrando ao final que os serviÃos oferecidos apresentam uma avaliaÃÃo satisfatÃria na percepÃÃo dos usuÃrios. Como contribuiÃÃo, o trabalho realizado pode servir como referÃncia para outras IFES que desejem avaliar a qualidade e o desempenho dos serviÃos de suporte de infraestrutura de TI internamente. Com os resultados apresentados o gestor responsÃvel pela prestaÃÃo de serviÃos na instituiÃÃo poderà desencadear aÃÃes de melhorias nas dimensÃes com pior desempenho, alÃm de buscar manter os resultados considerados satisfatÃrios. Neste cenÃrio a qualidade percebida pelos usuÃrios torna-se essencial para identificar fatores importantes e que agregam valor aos serviÃos e que devem ser monitorados constantemente. / This study used the SERVPERF method to measure the performance perceived by the users of a sector of IT Infrastructure Support Services in a Federal Institution of Higher Education (IFES), more specifically, at the Federal University of Cearà (UFC). Thus, it was essential to deepen the concepts of quality, service, quality of services and IT services. Therefore, this study aimed to identify the users who effectively use IT support services to carry out an assessment of the services provided. Used an exploratory approach based on a stratified sample per month request of services, where for the month of December 2015 period chosen for conducting the survey, 59 users were selected. At the end it was obtained 55 respondents, representing 93.22% of the research universe. The general perception of quality performance of evaluated services showed an average of 4.19 on a scale of 1 to 5. The security dimension showed the best performance with an average of 4.44 while the size tangibility presented the worst evaluation averaging 3.71. The final conclusion of this work is that the SERVPERF model chosen has met the needs of this research, showing the end that the services offered have a satisfactory evaluation in the perception of users. As a contribution, the work can serve as a reference for other IFES who wish to assess the quality and performance of IT infrastructure support services internally. With the results presented the manager responsible for providing services in the institution could trigger the dimensions improvement actions with worse performance, and seek to maintain the results satisfactory. In this scenario the quality perceived by users becomes essential to identify important factors that add value to services and to be monitored constantly.

<p>The purpose of this study is to analyze and evaluate the suitability of the three instruments SERVQUAL, SERVPERF and Zone of tolerance to measure service quality, from the respondents' perspective. This study has been carried out by a quantitative method in which respondents answered three questionnaires, which was based on the three instruments. The SERVQUAL instrument is a revised version based on criticism by Carman (1990). It is based on the five dimensions; reliability, responsiveness, assurance, empathy and tangibility, with 22 items in which each dimension is associated with a number of items. SERVPERF is the instrument most similar to SERVQUAL and is also composed of the same five dimensions. The Zone of tolerance instrument is based on a three-column format of SERVQUAL, where each items is answered in the form of respondent's minimum service level, desired service level, and the perception of SL's service performance. The Zone of tolerance questionnaire consists of eight dimensions, including three new ones (convenience, connection, comfort) and 38 items.</p><p>The theoretical frame of reference that includes Grönroos model of service quality, and the three instruments form the basis of the results, analysis and conclusion. In this study, we concluded that Zone of tolerance is the most suitable instrument for measuring the quality of service in public transport according to the respondents, thus it best describes the feelings that the respondents feel about the service quality of SL. There was however no significant difference between the Zone of tolerance and the SERVPERF instrument in this regard. The Zone of tolerance instrument was the most specific of the three, but we found that the instrument may undergo additional changes to make it more suitably. Although most respondents felt that the Zone of tolerance instrument was the best descriptive of how the respondents felt regarding the service quality of SL, a large proportion of respondents (49 %) found this instrument as the one that worst describe the feelings they felt regarding the service quality of SL. A large proportion (72 %) of respondents believe that the Zone of tolerance instrument is the most difficult to understand. This may be because it includes many items and that every item must answer three times, a rather unusual format. The fact that this instrument was the last one in the scheme may have a negative effect. Since respondents in the assessment of the last instrument certainly became bored and therefore may have led to the instrument not receiving as much attention as the two previous instruments.</p>

The purpose of this study is to analyze and evaluate the suitability of the three instruments SERVQUAL, SERVPERF and Zone of tolerance to measure service quality, from the respondents' perspective. This study has been carried out by a quantitative method in which respondents answered three questionnaires, which was based on the three instruments. The SERVQUAL instrument is a revised version based on criticism by Carman (1990). It is based on the five dimensions; reliability, responsiveness, assurance, empathy and tangibility, with 22 items in which each dimension is associated with a number of items. SERVPERF is the instrument most similar to SERVQUAL and is also composed of the same five dimensions. The Zone of tolerance instrument is based on a three-column format of SERVQUAL, where each items is answered in the form of respondent's minimum service level, desired service level, and the perception of SL's service performance. The Zone of tolerance questionnaire consists of eight dimensions, including three new ones (convenience, connection, comfort) and 38 items. The theoretical frame of reference that includes Grönroos model of service quality, and the three instruments form the basis of the results, analysis and conclusion. In this study, we concluded that Zone of tolerance is the most suitable instrument for measuring the quality of service in public transport according to the respondents, thus it best describes the feelings that the respondents feel about the service quality of SL. There was however no significant difference between the Zone of tolerance and the SERVPERF instrument in this regard. The Zone of tolerance instrument was the most specific of the three, but we found that the instrument may undergo additional changes to make it more suitably. Although most respondents felt that the Zone of tolerance instrument was the best descriptive of how the respondents felt regarding the service quality of SL, a large proportion of respondents (49 %) found this instrument as the one that worst describe the feelings they felt regarding the service quality of SL. A large proportion (72 %) of respondents believe that the Zone of tolerance instrument is the most difficult to understand. This may be because it includes many items and that every item must answer three times, a rather unusual format. The fact that this instrument was the last one in the scheme may have a negative effect. Since respondents in the assessment of the last instrument certainly became bored and therefore may have led to the instrument not receiving as much attention as the two previous instruments.

The study aims to explore the service quality and the customer satisfaction of the public sector. Taking Pingtung Land Office as a case study example, applying the gaps model of service quality, the PZB model (Parasuraman, Zeithaml, and Berry, 1985), and the SERVPERF scale (Cronin and Taylor, 1992, 1994), the research draws from the method of Importance Performance Analysis (IPA, Martilla and James,1977) and develops the strategies for improving service quality and customer satisfaction. The result of the study indicates that the customer whose occupation is ¡§Housewife¡¨ or whose annual income is less than 300 thousand dollars may have lower customer perception of service quality on constructs of ¡§Reliability¡¨ and ¡§Tangibles¡¨. In addition, according to the result of the analysis of variance (ANOVA), the statistically significant regression effect proves that service quality is the antecedent of customer satisfaction (R2=57.1%). Therefore, the improvement of service quality may results, ceteris paribus, in the rise of customer satisfaction. The result of IPA also indicates that the improvement on the construct of ¡§Empathy¡¨ of service quality is the most urgent task. Finally, the study proposes suggestions as follows: the improvement of the construct of ¡§Empathy¡¨ can be achieved by providing ¡§situation simulation training¡¨, ¡§flexible office hours¡¨, and ¡§behavior incentives encouraging land office clerks to act spontaneously¡¨; the improvement of the construct of ¡§Reliability¡¨ can be achieved by encouraging ¡§Housewife¡¨ volunteering for service in the land office; the improvement of the construct of ¡§Tangibles¡¨ can be achieved by land office offering modern business equipment such as providing access to the Internet.

The aim of diploma thesis is evaluation of quality of accommodation services, comparison evaluating methods and suggesting optimum evaluating model. The quality of accommodation services is assessed by hotel guests. They evaluated expectations and satisfaction with provided services. For evaluation of quality are used three methods: SERVQUAL, SERVPERF and IPA. For SERVQUAL and SERVPERF are used data from questionnaire survey. For IPA are used the both primary and secondary research.

Utilization of World Wide Web style Web-Based Intranet Systems (W-BIS) is a rapidly expanding information delivery technique in many organizations. Published reports concerning these systems have cited return on investment values exceeding 1300% and direct payback time periods as low as six to twelve weeks. While these systems have been widely implemented, little theoretically grounded research has been conducted in relation to users' acceptance, utilization or the perceived quality of these systems. The study employed a two-site investigation of corporate Web-Based Intranet Systems, with surveys distributed via the traditional mail system. The complete survey instrument distributed to employees included the ServQual/ServPerf, User Information Satisfaction, Ease of Use/Usefulness, and Computer Playfulness instruments. In addition to these previously developed instruments, the survey instrument for this study included measures of Web-Based Intranet Systems utilization and usefulness along with respondent demographics and subordinate-reported managerial commitment. This study investigated the reliability and validity of the ServQual/ServPerf instrument in an information systems service environment. The same analysis was conducted of the more generally accepted User Information Satisfaction instrument.

O Gerenciamento por Categoria (GC) é uma realidade nas grandes redes de supermercados e hipermercados, farmácias e lojas de material de construção e suas ferramentas vêm contribuindo para propiciar melhor exposição, melhor abastecimento, maior variedade de marcas e tamanhos, preços competitivos e calendário eficiente de promoções, medidas todas que visam reduzir os estoques e aumentar o giro, a rentabilidade, ao mesmo tempo que surpreendem e proporciona maior satisfação aos clientes. A literatura disponível, porém não se fez referências a estudos com o foco na avaliação da satisfação, relacionando-a aos níveis de serviços oferecidos pelos supermercados e hipermercados que empregam o GC. A situação-problema desta tese nasceu da observação de que se, por um lado, a implementação e operação do GC tem por meta satisfazer os consumidores, por outro, não consegue identificar o grau de satisfação proporcionado pelos serviços oferecidos. No referencial teórico, levantaram-se aspectos relacionados ao emprego dessa modalidade gerencial, ao comportamento do consumidor, aos conceitos de satisfação e às diferentes formas de mensurá-la, passando pelas escalas de avaliação da qualidade em serviços e pela influência das variáveis demográficas na formação desse construto. A análise exploratória do referencial teórico-empírico apontou a importância de realizar uma pesquisa de campo que contribuísse para identifica os fatores que influenciam o nível de satisfação dos consumidores. Adotou-se um modelo de pesquisa de campo de caráter descritivo, com procedimento de amostragem probabilística para uma amostra de 250 consumidores residentes na Região do ABC Paulista responsáveis pela decisão e aquisição de produtos de higiene pessoal e beleza em supermercados e hipermercados. Para a análise dos resultados, foram empregadas técnicas de análise multivariada de dados, como a Regressão Linear Múltipla, a Análise Fatorial Exploratória, a Regressão Logística, a Análise de Clusters, a Análise de Correspondência Múltipla (Homals), o General Linear Model (GLM) Multivariado e Testes de Hipóteses Paramétricos e Não-Paramétricos. Foi possível quantificar a influência das variáveis internas do GC (organização das prateleiras, abastecimento, variedade de marcas e tamanhos, nível de preços e freqüência das promoções) e externas ao GC (horário de funcionamento, condições de acesso, conforto do estacionamento, tempo de espera nas filas, ambiente interno, clareza dos cartazes e dos anúncios internos, formas de pagamento e condições de uso dos carrinhos e cestas) sobre o nível de satisfação geral dos consumidores, bem como definir, por meio da escala SERVPERF, as dimensões precursoras da satisfação com a qualidade em serviços: ambiente, confiança e imagem. Foi possível ainda: identificar as variáveis capazes de discriminar os locais de compra pelo conceito de saliência - localização da loja, ambiente interno e atendimento dos funcionários; constatar que as variáveis internas e externas ao GC não conseguem prever, adequadamente, o comportamento de compra dos grupos que realizam compras grandes ou pequenas; demonstrar que as variáveis demográficas (classes sociais pelo Critério Brasil, ciclo de vida da família e nível de escolaridade) não interferem no nível de satisfação decorrente das ferramentas do GC e estabelecer que as dimensões criadas para a escala SERVPERF exercem influência destacada sobre o grau de satisfação com as ações do GC. Os resultados e conclusões comprovam plenamente a tese desta pesquisa: \"O Gerenciamento por Categoria conduzido pela indústria tem efeito direto sobre o nível de satisfação dos consumidores de artigos de higiene pessoal e beleza adquiridos junto a supermercados e hipermercados\". / Category Management is an undeniable fact in large chains of supermarkets, drugstores and hardware shops and its tools have been contributing to improve the display of items on sale, supply, variety of brands and sizes, competitive prices and effective schedule of sales promotions - all of which aim at reducing stocks, increasing turnovers and profitability while surprising customers and offering them satisfaction. The literature available on the topic, however, doesn\'t refer to any studies focusing on satisfaction evaluation concerning services provided by supermarkets which have adopted CM. The issue this study addresses derived from the observation that, although implementation and management of CM intend to satisfy customers, they fall short to rate the degree of satisfaction brought about by the services being offered. On reviewing the literature on the subject, a survey covering aspects dealing with this management technique was carried out, along with customer behaviors, satisfaction conceptions and the ways to measure it, which comprised scales for service quality evaluation and the role of demographic variables in forming the construct. The exploratory analysis of empirical and theoretical bibliography pointed to the great convenience of making a field research to help identify the factors bearing on the level of consumer\'s satisfaction. A model of field research was adopted of descriptive type, with probabilistic sample procedure for 250 consumers living in the ABC Region who decided for which toiletries to buy at supermarkets. Result analysis required techniques of data multivariate analysis, such as Multiple Linear Regression, Factorial Analysis, Logistic Regression, Clusters Analysis, Correspondence Analysis (Homal\'s), GLM Multivariate Analysis, and Parametric and Non-Parametric Hypothesis Tests. That allowed measuring the influence of internal and external Category Management variables (the first being shelf display, restocking, variety of brands and sizes, price levels, and frequency of sales promotions, and the second working hours, access ease, parking facilities, time of queuing at check-outs, general supermarket atmosphere, clear written and oral communication in posters and loud-speaker announcements, forms of payment and trolley/basket conditions of maintenance) on the level of customer\'s general satisfaction, besides allowing to define - through SERVPERF scale - the fundamental dimensions of satisfaction with service quality: environment, trust and image. It was still possible to identify the variables which lead to the point of sales according to the concept of relevance: favorable site of store, general atmosphere and salesclerks service; checking that internal and external CM variables cannot predict adequately the purchase behavior of groups shopping for high and low volumes, pointing out that demographic variables (social class according to Critério Brasil, family life cycle and level of scholarship) do not interfere in the level of satisfaction arising from CM tools and determining that the dimensions made for the SERVPERF scale have strong influence on the degree of satisfaction regarding CM actions. The results and conclusions thoroughly confirm the thesis of the research: \"Category Management conducted by industry has direct effect on the level of satisfaction among consumers of toiletries bought in supermarkets\".

Made available in DSpace on 2014-12-17T15:51:29Z (GMT). No. of bitstreams: 1 JeffersonCF_DISSERT.pdf: 1057612 bytes, checksum: b328ce60984257349c320d4d1faa1ab3 (MD5) Previous issue date: 2012-05-28 / This work is a study of strategic management of catering establishments in the tourist route from Natal, through the study of the strategic profile of the manager and the level of satisfaction with the quality of services offered. Identifies the strategic profile prevalent in the studied sector, measures the level of customer satisfaction with services and associate the two constructs to distinguish the services of strategic profile. Uses population of 33 restaurants, built for convenience, from a list composed establishments associated with the Brazilian Association of Bars and Restaurants - ABRASEL, Veja magazine Christmas food and drink 2011/2012 and information from the natives. It presents statistical methodology used for descriptive bivariate analysis complemented by quantitative data. The quantitative characteristics of the population shows non-normality checked by the Shapiro-Wilks. Used the Kruskal-Wallis test for the realization of the association of variables and the Mann-Whitney test to perform post-test. It shows the strategic profile prevalent in the sector of restoration in Natal is the analyzer, although other types were detected. Notes that the level of satisfaction with the quality of service is getting a high score approximately 5 points in a 6-point Likert scale. Demonstrates that the client can tell the quality of services between the different strategic profiles. Identifies distinction between services provided by prospector profile compared to other profiles, indicating the size as the tangible aspects that presents noticeable difference. Certifies that these variables affect the environment of the restaurant in the building of strategic profile and reflect on the service provided. Concludes that the quality of services provided by catering establishments is influenced by the type of establishment and strategic profile of the study of this relation to establishments offering development opportunities and improving the quality of their services / Este trabalho consiste no estudo da gest?o estrat?gica dos estabelecimentos de restaura??o na rota tur?stica da cidade de Natal, atrav?s do estudo do perfil estrat?gico do gestor e o n?vel de satisfa??o da qualidade dos servi?os oferecidos. Identifica o perfil estrat?gico prevalente no setor estudado, mede o n?vel de satisfa??o com os servi?os prestados e associa os dois. Utiliza popula??o de 33 restaurantes, constru?da por conveni?ncia, a partir de uma lista composta com os estabelecimentos associados na Associa??o Brasileira de Bares e Restaurantes ABRASEL, revista Veja Natal comer e beber 2011/2012 e informa??es de nativos. Apresenta metodologia estat?stica empregada de natureza descritiva quantitativa complementada pela an?lise bivariada dos dados. O quantitativo populacional possui caracter?sticas da n?o normalidade verificada atrav?s do teste de Shapiro-Wilks. Utiliza os testes de Kruskal-Wallis para a realiza??o da associa??o das vari?veis e do teste de Mann-Whitney para a realiza??o do p?s-teste. Mostra que o perfil estrat?gico prevalente no setor da restaura??o em Natal ? o analisador ,embora tenham sido detectadas as demais tipologias. Constata que o n?vel de satisfa??o com a qualidade dos servi?os prestados ? elevado obtendo pontua??o aproximada de 5 pontos em uma escala Likert de 6 pontos. Demonstra que o cliente consegue distinguir a qualidade dos servi?os entre os perfis estrat?gicos distintos. Identifica distin??o entre os servi?os prestados pelo perfil prospector em rela??o aos demais perfis, indicando a dimens?o aspectos tang?veis como a que apresenta diferen?a percept?vel. Atesta que vari?veis presentes no ambiente do restaurante interferem na constru??o do perfil estrat?gico e refletem na presta??o do servi?o prestado. Conclui que a qualidade dos servi?os prestados pelos estabelecimentos de restaura??o ? influenciada pelo do tipo do perfil estrat?gico do estabelecimento e que o estudo desta rela??o oferta aos estabelecimentos oportunidade de desenvolvimento e aprimoramento da qualidade dos seus servi?os

O Gerenciamento por Categoria (GC) é uma realidade nas grandes redes de supermercados e hipermercados, farmácias e lojas de material de construção e suas ferramentas vêm contribuindo para propiciar melhor exposição, melhor abastecimento, maior variedade de marcas e tamanhos, preços competitivos e calendário eficiente de promoções, medidas todas que visam reduzir os estoques e aumentar o giro, a rentabilidade, ao mesmo tempo que surpreendem e proporciona maior satisfação aos clientes. A literatura disponível, porém não se fez referências a estudos com o foco na avaliação da satisfação, relacionando-a aos níveis de serviços oferecidos pelos supermercados e hipermercados que empregam o GC. A situação-problema desta tese nasceu da observação de que se, por um lado, a implementação e operação do GC tem por meta satisfazer os consumidores, por outro, não consegue identificar o grau de satisfação proporcionado pelos serviços oferecidos. No referencial teórico, levantaram-se aspectos relacionados ao emprego dessa modalidade gerencial, ao comportamento do consumidor, aos conceitos de satisfação e às diferentes formas de mensurá-la, passando pelas escalas de avaliação da qualidade em serviços e pela influência das variáveis demográficas na formação desse construto. A análise exploratória do referencial teórico-empírico apontou a importância de realizar uma pesquisa de campo que contribuísse para identifica os fatores que influenciam o nível de satisfação dos consumidores. Adotou-se um modelo de pesquisa de campo de caráter descritivo, com procedimento de amostragem probabilística para uma amostra de 250 consumidores residentes na Região do ABC Paulista responsáveis pela decisão e aquisição de produtos de higiene pessoal e beleza em supermercados e hipermercados. Para a análise dos resultados, foram empregadas técnicas de análise multivariada de dados, como a Regressão Linear Múltipla, a Análise Fatorial Exploratória, a Regressão Logística, a Análise de Clusters, a Análise de Correspondência Múltipla (Homals), o General Linear Model (GLM) Multivariado e Testes de Hipóteses Paramétricos e Não-Paramétricos. Foi possível quantificar a influência das variáveis internas do GC (organização das prateleiras, abastecimento, variedade de marcas e tamanhos, nível de preços e freqüência das promoções) e externas ao GC (horário de funcionamento, condições de acesso, conforto do estacionamento, tempo de espera nas filas, ambiente interno, clareza dos cartazes e dos anúncios internos, formas de pagamento e condições de uso dos carrinhos e cestas) sobre o nível de satisfação geral dos consumidores, bem como definir, por meio da escala SERVPERF, as dimensões precursoras da satisfação com a qualidade em serviços: ambiente, confiança e imagem. Foi possível ainda: identificar as variáveis capazes de discriminar os locais de compra pelo conceito de saliência - localização da loja, ambiente interno e atendimento dos funcionários; constatar que as variáveis internas e externas ao GC não conseguem prever, adequadamente, o comportamento de compra dos grupos que realizam compras grandes ou pequenas; demonstrar que as variáveis demográficas (classes sociais pelo Critério Brasil, ciclo de vida da família e nível de escolaridade) não interferem no nível de satisfação decorrente das ferramentas do GC e estabelecer que as dimensões criadas para a escala SERVPERF exercem influência destacada sobre o grau de satisfação com as ações do GC. Os resultados e conclusões comprovam plenamente a tese desta pesquisa: \"O Gerenciamento por Categoria conduzido pela indústria tem efeito direto sobre o nível de satisfação dos consumidores de artigos de higiene pessoal e beleza adquiridos junto a supermercados e hipermercados\". / Category Management is an undeniable fact in large chains of supermarkets, drugstores and hardware shops and its tools have been contributing to improve the display of items on sale, supply, variety of brands and sizes, competitive prices and effective schedule of sales promotions - all of which aim at reducing stocks, increasing turnovers and profitability while surprising customers and offering them satisfaction. The literature available on the topic, however, doesn\'t refer to any studies focusing on satisfaction evaluation concerning services provided by supermarkets which have adopted CM. The issue this study addresses derived from the observation that, although implementation and management of CM intend to satisfy customers, they fall short to rate the degree of satisfaction brought about by the services being offered. On reviewing the literature on the subject, a survey covering aspects dealing with this management technique was carried out, along with customer behaviors, satisfaction conceptions and the ways to measure it, which comprised scales for service quality evaluation and the role of demographic variables in forming the construct. The exploratory analysis of empirical and theoretical bibliography pointed to the great convenience of making a field research to help identify the factors bearing on the level of consumer\'s satisfaction. A model of field research was adopted of descriptive type, with probabilistic sample procedure for 250 consumers living in the ABC Region who decided for which toiletries to buy at supermarkets. Result analysis required techniques of data multivariate analysis, such as Multiple Linear Regression, Factorial Analysis, Logistic Regression, Clusters Analysis, Correspondence Analysis (Homal\'s), GLM Multivariate Analysis, and Parametric and Non-Parametric Hypothesis Tests. That allowed measuring the influence of internal and external Category Management variables (the first being shelf display, restocking, variety of brands and sizes, price levels, and frequency of sales promotions, and the second working hours, access ease, parking facilities, time of queuing at check-outs, general supermarket atmosphere, clear written and oral communication in posters and loud-speaker announcements, forms of payment and trolley/basket conditions of maintenance) on the level of customer\'s general satisfaction, besides allowing to define - through SERVPERF scale - the fundamental dimensions of satisfaction with service quality: environment, trust and image. It was still possible to identify the variables which lead to the point of sales according to the concept of relevance: favorable site of store, general atmosphere and salesclerks service; checking that internal and external CM variables cannot predict adequately the purchase behavior of groups shopping for high and low volumes, pointing out that demographic variables (social class according to Critério Brasil, family life cycle and level of scholarship) do not interfere in the level of satisfaction arising from CM tools and determining that the dimensions made for the SERVPERF scale have strong influence on the degree of satisfaction regarding CM actions. The results and conclusions thoroughly confirm the thesis of the research: \"Category Management conducted by industry has direct effect on the level of satisfaction among consumers of toiletries bought in supermarkets\".