A qualidade no atendimento ao cliente: estudo em microempresas de João Pessoa utilizando a escala SERVQUAL

Abstract

Nowadays, know the expectations and needs of its customers is indispensable condition to provide quality care to the client. This work aimed to study the necessary tools to maximize quality in customer service for micro segment of gifts and stationery in João Pessoa city, identifying possible failures related to compliance in order to propose suggestions for improvement that maximized the quality of care offered. Regarding the methodology of the survey, this was a quantitative research for the information to be measured and worked; and descriptive, which sought to describe the perceptions of the people surveyed. Used the literature, with the collection of material, searching based on the theoretical framework. We collected data through questionnaires applications using the SERVQUAL model for customers and closed questionnaires and semi open s owners, employees and customers of the companies surveyed. As for the results obtained in this research, it was perceived the need for more open communication between owner and employee and training to better serve the customer.