Análise das lacunas entre a expectativa e a percepção do serviço recebido: um estudo em empresas prestadoras de serviços personalizados

Abstract

The search of consumer satisfaction, and therefore loyalty, in personalized services is a difficult task for difficult for marketing professionals and service providers, as there may be a discrepancy between what the customer expects from the service and what the company actually delivers. Thus, when the company intends to win loyalty, it becomes relevant to understand the expectations of consumers when they buy a personalized service, as is the case of beauty salons. Thus, the study aimed to identify the factors that contribute to consumer loyalty in providing personalized services. The research was based on the Gaps Theory and the SERVQUAL scale, which identified the factors that generate customer satisfaction and how the services of the objects of study are being realized by their clients. The research was of the exploratory type and with a quantitative approach, where a questionnaire was applied to a sample of 128 respondents. From the results, it was possible to identify that consumers, in general, seek ways to evaluate the quality of service in the act of pre-purchase. And that they wish that the salons have trained professionals, a hygienized space and materials and a friendly service. And that, the lower the gaps, the greater the likelihood of a satisfied customer, where the consumer is more open to building a loyal relationship with the service provider company.