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Diferentes propuestas de escalas para evaluar la satisfaccion de los consumidores de distintos sectores de actividad en distintas partes del mundo han sido desarrolladas. Una buena parte de de estas escalas ha sido validada en diferentes contextos profesionales y socioculturales y otra parte ha requerido ser adaptada en virtud de que las variables inherentes a la escala original no resultaron ser suficientemente relevantes para el grupo cultural de estudio. Este estudio exploratorio propone una multiescala preliminar adaptada de satisfaccion de clientes de supermercados, para su aplicacion en el contexto mexicano. Su estructura a priori se definio con base en la revision de la bibliografia especializada. Una encuesta aplicada entre 771 clientes de una cadena de supermercados de cobertura nacional aporta los datos necesarios para apoyar la multidimensionalidad del concepto de satisfaccion y para comenzar a identificar aquellas dimensiones latentes que mas influyen en la satisfaccion del consumidor mexicano. Different scale proposals have been developed as to evaluate consumer satisfaction in different activities sectors and in different parts of the world. While a great number of these scales have been validated in different professional and socio-cultural contexts, others have required adaptation because the variables related to the original scale were not found relevant to the group of consumers studied. This exploratory research proposes an adapted preliminary multi-scale to measuring consumer satisfaction in Mexican supermarkets. An a priori structure was defined based on salient literature. Furthermore, a survey among 771 customers of a supermarket chain with national coverage supplies the required data allowing verification of the multidimensionality of satisfaction. At the same time, this study proposes the identification of key influencing underlying dimensions of consumer satisfaction according to Mexican idiosyncrasy not previously evaluated.

Propuesta preliminar de una escala de satisfacción para clientes mexicanos de supermercado