Aplicação do modelo SERVQUAL para análise da qualidade dos serviços de uma empresa do setor de alimentos

Abstract

The food service sector is a very competitive industry, therfore due to the large number of companies that offer this type of service, customer loyalty becames increasingly difficult. Due to this, it is extremely important that companies offer quality services, purposing the customer satisfaction, which is an essential aspect of their loyalty. In this contingent, the SERVQUAL model emerges as a capture tool that consists of analyzing the quality perceived by the clients based on the model of gaps, from their perception. Thus, the present study consists of the application of this model, as a research instrument, using the SERVQUAL questionnaire adapted for the studied sector, in order to verify if the quality perceived by the clients, referring to the provided services from the analyzed company, is compatible with the expectations they have related to services quality offered by the companies in the same branch of the company studied. For this purpose, questionnaires were used, one for the profile of the client and two for the SERVQUAL tool (one for expectations and one for perceptions). These were made available electronically, through the Google form, for each client, within a population about 900 consumers to the establishment where the present study was carried out, in which the sample used applied 73 of these. The data obtained through the research were statistically analyzed with the help of excel. After analysis, it was concluded that in the company examined, the quality perceived by the clients about the offered services is not compatible with the expectations of these for the services offered by companies in the same branch, having as main dimension to improve the tangibility.