A percepção da qualidade em um serviço supermercadista: uma análise servqual

Abstract

Service quality is a differentiator for the business in view of the growth of the retail sector, the competitiveness between companies begins to increase, in view of this, for the company to obtain a competitive advantage, it is necessary to use some strategies in order to obtain the customer's preference for the service, the adoption of strategies aimed at the quality of the service provided represents a differentiator because quality is directly associated with customer satisfaction. The research was conducted in a supermarket located in the city of Bananeiras, PB, being a quantitative approach research that had a sample of 50 respondents that was represented by 56% of the female public of customers and 44% of the male public of customers, the values obtained in each five dimensions revealed negative values for the indexes of difference between the expectation and the reality obtained in the service. With emphasis on the averages of tangibility and empathy that presented the lowest negative values, with responsiveness being the most relevant dimension followed by the dimensions of security and reliability that also presented gaps. The research pointed out several points of improvement in the perception of the quality of the supermarket service seen from the customer's perspective.