Analysis of Biosafety Actions in Supermarkets: The Customer View

Abstract

This article aims to analyze the perception and importance of biosafety actions in supermarkets. Besides, we want to understand how such actions can be classified under the perception of customers. For this, we established seven variables for the evaluation of biosafety. This research has an exploratory character because it analyzes biosafety actions and their effects under the perception of quality and customer satisfaction in a pandemic scenario. The results suggest that customers rate the actions as extremely important, but the perception of quality in carrying them out is reasonable. Six of the seven biosecurity measures were classified as one-dimensional attributes, indicating that customer satisfaction is proportional to performance. Item/action 6, which deals with the use of facial masks, was the action that obtained the best evaluation in matters of perception and importance. The Kano Model indicated that item/action 5, which deals with demonstrating the concern for customers’ health, is the one that most satisfies them. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.