Avaliação da qualidade dos serviços oferecidos em uma loja de variedades através da escala ServQual

Abstract

ABSTRACT This article aims to identify the gaps between the expectations and perception of customers related to the quality of service at a variety store, located in the city of Abreu e Lima, Pernambuco, Brazil. It is an exploratory research, of a qualitative and quantitative nature. The theme exemplifies the importance of quality to the service provided, so that the company remains and remains competitive and innovative in the market, being possible to verify opportunities for improvement and proactivity in the organization. As a methodology, a SERVQUAL scale was used, adapted to the needs observed in the researched establishment. Attributes related to physical installation, equipment used, organization and cleanliness were the ones with the greatest gaps (gaps), according to the interviewed public. On the other hand, the characteristics related to the establishment's hours, meeting the needs and safety of customers stood out for providing a perception that was superior to consumer expectations.