Validation of a questionnaire on the level of satisfaction in a bakery in Campos dos Goytacazes, Brazil

The objective of this study was to validate the items of a questionnaire developed to evaluate customer satisfaction in a bakery in Campos dos Goytacazes, Brazil. Based on the literature, 31 items were selected in six dimensions (attendance, internal environment, external environment, products / services, purchases / payments and marketing) used to structure the questionnaire. Respondents showed their opinion about the importance of the items, identifying them as (1) non-essential, (2) essential, and (NS) don’t know. The Lawshe method was applied to identify the valid items in each of the dimensions. Results show that the item "Price" in the dimension "Purchases / Payments" was considered to be the most critical