Determinantes da qualidade dos serviços: uma análise em salões de beleza

Abstract

The service sector in Brazil has shown a growth in the last decades and the area of beauty and esthetics is one of those that presents great demand for the clients. In this context, it becomes relevant to understand the dimensions of quality that apply to the provision of services in beauty salons. The overall objective is to identify the dimensions of quality that are expected and perceived by customers in the provision of services in beauty salons in the city of Fortaleza. To do so, initially a bibliographic survey was carried out on the main concepts of marketing, retail and services and the SERVQUAL scale as a way to measure quality in services. Next, we sought to identify the expectations of beauty salon customers regarding quality dimensions and to identify the gaps between expectations and perceptions of performance. The data were obtained from the application of two structured questionnaires, one for customers of general beauty salons and the other specific for clients of a specific salon in the city of Fortaleza, considered as a case study. The result of the research presents levels of expectations as to the five dimensions of quality, as well as positive perception for the case studied, since the results obtained in their specific questionnaire were superior to the general results.