A cultura local como diferencial competitivo na prestação de serviços: um estudo de caso no setor gastronômico

Abstract

In the XXI century, the client is more selective due many companies offering similar services and also it‘s more critical due the easy access through the internet and social networks to services delivery evaluations. Hence, the sale process has become more difficult. Unlike the dynamic development of the capitalist market, the culture of a civilization turns slowly and may last several generations. Culture can shape habits, values and customs of a citizen and also influence social and behavioral tendencies of a group. It influence also occurs within organizations, with the behavior, values and habits passed on by managers and employees. Among the various market segments, the gastronomic sector is one that receives strong cultural influence, whether through the food offered, which reflects the traditions of a society is the way to provide a service where the process of a service will be triggered in function of the local culture to which the establishment is located. The gastronomic sector also has the obstacle of the contemporary customer, and to survive in the market, we understand the need to innovate in service, seeking to differentiate themselves from competitors. When entering a restaurant, the customer evaluates several aspects, including the interface with the waiter. The following question is raised: how local culture could become a competitive advantage in providing service? The research aimed to: examine the impact of local culture on customer satisfaction when service delivery. The specific goals were: to explore the traces of local culture reported in the literature are consistent with reality; compare the influence of local culture in an environment of more developed organizational culture and other less developed; identify which aspects of culture are relevant to local customer satisfaction during service consumption in restaurants. The research took place in two restaurants, presenting exploratory and qualitative nature, the method used was the case study. Aiming to perform a triangular analysis held an interview with their managers and waiters, plus a sample of 40 clients, including 20 interviews for each establishment. The results showed that the local culture has a positive impact on customer satisfaction when providing this type of service, and may become a competitive differentiator.