Qualité de service perçue et engagement des consommateurs à la boutique de quartier au Cameroun : application aux produits de petit déjeuner

Abstract

This work aims to detect the impact of perceived quality on consumer engagement at the neighborhood store in Cameroon. To do this, we carried out a descriptive analysis on the one hand and the estimation of a structural equation model on the other hand on data collected through semi-structured interviews and the administration of a questionnaire to a sample made up of 300 individuals. Descriptive analysis is used to determine the dimensions of perceived quality of service and engagement. The structural equation model allows us to study the effect of perceived quality on engagement. This methodology allowed us to achieve the following results: first, it is established that commitment and perceived quality are multidimensional concepts; engagement with dimensions of calculated engagement and emotional engagement. And the perceived quality having for dimensions the quality of the personnel and the traffic. Second, a positive relationship is established between the perceived quality of service and commitment. More specifically, when the quality of service perceived is positive, there is a commitment on the part of customers. We make the main recommendation that shopkeepers should work more on their personal qualities and ensure good traffic in order to retain their customers.