Atendimento e autoatendimento no varejo de moda: impactos na fidelização de clientes em Pedreiras

Abstract

Customer service has become an important competitive factor in the retail sector, especially in a market increasingly influenced by technological advancements and the adoption of self- service systems. In this context, this study aimed to analyze the influence of traditional service and self-service on customer loyalty in the fashion retail sector of Pedreiras, Maranhão, Brazil. To achieve this objective, an applied and descriptive research approach was adopted, combining qualitative and quantitative methods through bibliographic research and field research. Data were collected through a structured online questionnaire administered to 22 consumers aged 18 years and older. The results indicated that traditional service remains the preferred option among most participants, who attribute great importance to the presence of salespeople during the purchasing process. The findings also revealed that many consumers still experience difficulties when using self-service systems and that factors such as friendliness, attention, andguidance provided by sales staff strongly influence customers' decisions to return to a store. Furthermore, the quality of service was found to be directly associated with consumers' perceptions of security, satisfaction, and loyalty. The study concludes that, although self-service offers advantages related to convenience and autonomy, the human factor remains essential for building long-term relationships between consumers and businesses in the local fashion retail market. The results suggest that combining technology with personalized customer service may be the most effective strategy for meeting consumer expectations and strengthening business competitiveness