A qualidade e a satisfação dos clientes externos: uma proposta de melhoria para um pequeno negócio

Abstract

The search for superior quality within a company can be seen as a fundamental strategy to promote customer satisfaction, reduce failures and make the organization stand out from the competition. However, because they are small, some businesses have more limited resources, lack of knowledge about management practices focused on Quality and its influence on customer satisfaction. Therefore, carrying out this research aims to analyze the level of quality offered in a small business, from the perspective of external customer satisfaction. This enterprise refers to a small pizzeria, located in the Bom Jardim neighborhood, in the city of Fortaleza, Ceará. Thus, the work has a qualitative approach, descriptive in nature, guided by bibliographical research. The data was collected through the observation method and application of online questionnaires, among the business's external customers. Subsequently, with the identification of the main quality problem, relating to the delay in delivering orders, this was analyzed in light of the Ishikawa Diagram Quality tool, which provided a basis for proposing improvements within the small business, through the application of tool 5W1H.