A percepção dos tutores na escolha do médico veterinário: uma analise dos critérios decisivos adatodos pela população do Rio Grande do Norte

Abstract

Veterinary care plays a fundamental role in promoting animal health and well-being, and is increasingly influenced by the relationship between pet owners and professionals in the field. In this context, this study aims to analyze the criteria that influence pet owners when choosing a veterinarian in the state of Rio Grande do Norte. To this end, data were collected through a qualitative and quantitative approach, using a questionnaire on the Google Forms platform, between February 12, 2025 and March 15, 2025, applied to 230 pet owners, addressing factors such as socioeconomic profile, perception of quality of care, and loyalty strategies. The results obtained revealed that trust, empathy, and quality of care are determining factors in choosing a professional, surpassing aspects such as cost and location. Recommendation by friends and family emerges as the main decision-making objective, while technical competence and specialization are also widely valued. There is a growing demand for personalized and humanized care, in which active listening, patience and transparency in information are essential for the satisfaction and loyalty of pet owners. However, the research indicates that many still adopt a reactive approach, seeking veterinary care only in emergency situations, which can compromise the health of animals in the long term. The digital presence of veterinarians, especially on social networks, also proves to be a differentiator in the job market, facilitating contact and building a closer relationship with pet owners. Thus, it is concluded that choosing a veterinarian goes beyond technical qualifications, also requiring the construction of a bond of trust and service that values both the well-being of the animal and the experience of the pet owner. The results of this study contribute to the understanding of consumer behavior in the veterinary sector and can guide improvements in the services provided, in addition to strategies to strengthen customer loyalty.