Qualidade dos serviços no varejo de material de construção: um estudo de caso

• Autor(a) principal: Silva, Cristiane Nogueira da
• Data de Publicação: 2012
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/30065
• topic: Comércio varejista; Qualidade em serviços

Quality is often regarded as one of the keys to the success of a company. This study aims to evaluate the quality of services provided by the company Nogueira Building Materials, as the perception of customers. This is a descriptive qualitative search, through case study, based on a non-probability sample of 50 customers. It was used as an instrument for data collection a structured questionnaire based on SERVQUAL Scale, which allows a comparison between the customers’ expectations about the provision of a service and their perceptions of the same. It was considered quality dimensions related tangible, reliability, responsiveness, assurance and empathy. The results allowed showing an overview of the perceived quality of the retailer, indicating strengths and weaknesses of the services. It was noted that the assessment of security dimension was very favorable, showing that the customer acknowledges the courtesy and expertise of company employees. In contrast, the tangible dimension was assessed negatively in all its aspects, signaling customer dissatisfaction with the appearance of physical facilities, equipment, officials and communication materials. According to the results, recommendations were made to promote an improvement in the quality of services offered by the retailer.