Falhas de Clientes Coprodutores de Serviços: uma Análise sobre as Práticas de Prevenção e Recuperação Realizadas pelo Sebrae junto aos seus Clientes MEI

Abstract

Study that investigates the failures caused by co-producing service customers, with the general objective to analyze methods of prevention and recovery of failures caused by co-producing service customers. To this end, it is necessary to identify the origin of the failures caused by co-producing service customers, to evaluate ways to prevent failures caused by service customers co-producing and to analyze methods of performing service recovery, this study also raised the profile of failed customers.. The study performs a specific literature review on the subject. Based on this, a case study is conducted with Individual Microentrepreneurs clients from the Fortaleza Regional Office of SEBRAE/CE. An exploratory method with mixed approach (quali-quanti) was used, and as instruments for data collection in the analysis environment, two structured interviews and observation scripts were adopted. The first script was used in 35 interviews with individual SEBRAE client microentrepreneurs. The second interview addressed the manager in charge of the service to the individual microentrepreneurs. The results showed that it was possible to achieve the proposed objectives after performing analysis on how failures are prevented and how service failure recovery occurs in the context of the service performed by SEBRAE.