Aplicação da ferramenta SERVQUAL no serviço de atendimento de um restaurante na cidade de Dourados - MS

Abstract

In current times, organizations need to prioritize the quality of their products and services with the intention of satisfying their customers, leading these companies to increase their competitiveness in their operations and thus increase their competitive capacity in ever more tumultuous scenarios it's tempting. These new situations require companies to take a new attitude, becoming more and more preoccupied with the consumer. The research was developed based on the assessment of the level of quality of customer service in a restaurant. Through a case study, it offers the quality considerations in the scope of service rendering and developing and adapting a SERVQUAL scale model as a support tool for the research. The expectations and perceptions of a sample of 50 clients were compared, giving importance to the five dimensions that model the SERVQUAL tool: safety, reliability, responsiveness, empathy and tangibility. The level of customer satisfaction or dissatisfaction with the service they received when they visited the place was shown, showing the dimensions where the situation is critical or satisfactory, developing diagnoses and proposals for improvements to these dimensions, within the provision of services. In consequence, there are two critical dimensions in the company, being safety and empathy. Finally, it is possible to conclude that the development of quality management in a restaurant requires the professional qualification of the attendants and makes them aware that customer satisfaction and well-being should be a priority, given that excellence in service is directly linked to the decision power of the client to always choose the company when there is competition in the area.