The organizations are inserted in a competitive environment where continuous improvement of their products aids to keep or increase new businesses. In this process, it is relevant to hear the customer because it is him who decides if the product or service will be used or no, being then essential to know the attributes of the product that intensifies the level of customers' satisfaction. This article has as objective to present the PRC - Penalty and Reward Contrast analysis - to identify the relevant attributes that influence consumer's satisfaction. To illustrate the PRC method, the paper evaluated 16 attributes of supermarkets, with a sample of 290 respondents. The result of the research reveals that the PRC identifies the attributes that influence the general satisfaction, but it discards attributes that the consumers don't have experience, among them, the innovations.
Consumer's satisfaction; Customer service; Analysis of improvement opportunities; Importance of attributes; Penalty and reward contrast analysis
