CUSTOMER SATISFACTION AT B11-GALANTE DA MATALA COMPANY: A DESCRIPTIVE STUDY

Abstract

This article aims to analyse the customer experience from the first contact to the post-sale stage at B11-Galante da Matala Company, identifying areas for improvement and opportunities to optimise interaction between the company, its employees, and its customers. The study is justified by the growing relevance of customer satisfaction as a determining factor for the survival and growth of Angolan micro and small enterprises, in a context where professional customer service is critical to customer loyalty. Methodologically, this was an explanatory-descriptive study using a quantitative and qualitative approach, based on a questionnaire survey and interviews administered to a purposive non-probability sample of 35 individuals (4 employees, 30 customers, and the owner) of B11-Galante da Matala Company. The results show that all employees (100%) recognise the importance of qualified customer service; 60% of the customers surveyed are female; only 40% of customers consider themselves loyal to the company; only 37% would recommend the company to others; and satisfaction with employee courtesy (17% “very satisfied”) is higher than satisfaction with overall customer service and cost-effectiveness. It is concluded that customer satisfaction and loyalty at B11-Galante da Matala Company depend primarily on personalised service, active feedback management, and the creation of a consistent purchasing experience throughout the entire customer journey.