SATISFAÇÃO DOS CLIENTES: O CASO DE UMA EMPRESA QUE COMERCIALIZA PESCADO EM JOÃO PESSOA - PB

Abstract

Currently, companies are increasingly competitive and in search of differentiation, as they depend directly on good results and excellence in customer perception. These, in turn, are more demanding and selective, because there is a range of options to meet their needs. Organizations need to be clear on the actions they develop and precise goals to achieve a good level of quality of products and services coupled with excellent service so that the equation is revealed in customer satisfaction. For this, it is fundamental to know the concepts of quality, the models of evaluation of the quality in services, conscientious application and to know and improve the satisfaction of its clients. The objective of this study was to evaluate the quality dimensions in the clients' perception in order to know their levels of satisfaction in relation to the company Litoral Pescados-PB. The methodology for conducting this study was based on the concepts of quality management in services and the SERVQUAL model that addresses five dimensions of quality: Reliability, Safety, Tangibles, Empathy and Responsiveness. This model prescribes to the interviewee what is expected of the product and service delivery (expectation) and what it actually found (perception) and the difference between the two is called a gap, reflecting how far the real from the ideal is. The research instrument was an elaborated questionnaire and tested, once adjusted to the type of product was applied to a sample of clients of said company, which made it possible to collect data, in which they were processed and presented in tables and graphs. The results obtained in the research refer to: identification of the most relevant attributes of the commercialized fish, service offered by the employees, their involvement and commitment to improve the quality of the services provided, the logistics used, the infrastructure and aspects of business management. The results showed that in the dimensions of tangibility and empathy reality and expectation are on the same level, a very satisfactory fact which shows the company and its clients. The dimensions of safety and responsiveness revealed weaknesses in the organization in the light of the clients interviewed, so these scores indicate that the organization should seek improvements in these sectors. Training of the collaborators on the processing and quality parameters of the fish and reduction of the time of response of the company to the complaints and complaints of the clients were recommended.