Adaptação e aplicação da Escala Servqual para avaliação da qualidade em serviço: estudo de caso em uma mercearia.

Abstract

Knowing the perception of customers with the services provided allows the company to know the weaknesses, strengths or where to improve in order to invest more in the quality of their services. This would make it possible to retain more customers and increase competitiveness in the retail segment. From that, this study sought to present a methodology for evaluating the gaps between customers' expectations and perceptions of services provided by a grocery store. In the grocery store under study, the manager has noticed some attendance problems, which may be causing the dissatisfaction of some customers, which has had repercussions in the low attraction and maintenance of customers. The methodology of the study consisted in the adaptation of the SERVQUAL scale, which added other dimensions of quality, which include the most relevant aspects of service, according to the reality of the company. The research is classified as a case study, qualitative approach and descriptive and exploratory character, in which a questionnaire was applied with customers and to assess the perception with the services provided by the company. Analyzing the data obtained with the proposed methodology, it was possible to identify that customers are moderately satisfied with the services provided by the company, since the expectation average is higher than the perception average. Thus, it was proposed to managers the application of the PDCA cycle for the realization of an action plan to application of the necessary improvements to the business under study. Keywords: Quality at services. SERVQUAL Scale. Customer perception and expectation. Customer satisfaction.