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Avaliação de serviços com base no Servqual : uma aplicação prática
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Advisor(s)
Abstract(s)
Cada vez mais, as empresas desenvolvem um enorme esforço para sobreviver, o que, em parte, é reflexo do comportamento dos clientes, que são cada vez mais sofisticados, fazendo com que as empresas procurem estar à altura das suas exigências relativamente aos serviços de maior qualidade.
Por outro lado, o sector dos serviços tem vindo a ser predominante na economia e no comércio mundial. Por esta razão, as economias dos países estão a transformar-se em economias de serviços, o que faz com que haja um aumento da concorrência entre organizações. Dentro do sector do turismo, um dos que têm revelado um maior crescimento é o sector da restauração que, por ter clientes com parâmetros mais rigorosos, obriga as organizações a procurar alcançar a excelência nos serviços. Urge, por isso, implementar a avaliação e a monitorização da qualidade no serviço, o que originou o aparecimento de modelos que avaliam a qualidade em termos de Expetativa vs. Experiência do cliente. Com base nestes modelos, este estudo procura aferir a qualidade, associada ao sector de restauração na ilha de São Miguel, de acordo com a perspetiva dos residentes e dos turistas.
O levantamento dos dados foi efetuado através de duas tipologias de inquéritos, sendo que o seu tratamento estatístico permitiu concluir que existem dimensões como a confiabilidade, o horário e a cortesia no atendimento que influenciam a experiência de restauração. Inferiu-se, ainda, que o espaço do restaurante é valorizado de forma diferente pelos turistas e pelos locais.
ABSTRACT: Companies are increasingly devoting a huge amount of effort just to survive, which is, in part, a reflection of customers’ behaviour. Today’s customers are more and more sophisticated, which has compelled companies to try to live up to customers’ requirements in terms of higher quality services. On the other hand, the services sector has become predominant in the world’s economy and commerce. For this reason, many countries’ economies are transforming into service economies, which makes for an increase in competition among organizations. Within the tourism sector, the restaurant segment has experienced the most growth and, because of clients’ strict standards, organizations must aim to acheive excellence in service. Therefore, the quality of service must be evaluated and monitored, which has led to development of models that evaluate the quality in terms of client expectation vs. experience. Based on this model, this study aims to assess the quality associated with the restaurant sector on the Island of São Miguel, according to the perspective of residents and tourists. The data collection was performed using two enquiry typologies, which allowed statistical treatment to conclude that traits such as reliability, work schedule and courtesy during customer service influence the restaurant experience. The study also found that the restaurant space is valued differently by tourists and locals.
ABSTRACT: Companies are increasingly devoting a huge amount of effort just to survive, which is, in part, a reflection of customers’ behaviour. Today’s customers are more and more sophisticated, which has compelled companies to try to live up to customers’ requirements in terms of higher quality services. On the other hand, the services sector has become predominant in the world’s economy and commerce. For this reason, many countries’ economies are transforming into service economies, which makes for an increase in competition among organizations. Within the tourism sector, the restaurant segment has experienced the most growth and, because of clients’ strict standards, organizations must aim to acheive excellence in service. Therefore, the quality of service must be evaluated and monitored, which has led to development of models that evaluate the quality in terms of client expectation vs. experience. Based on this model, this study aims to assess the quality associated with the restaurant sector on the Island of São Miguel, according to the perspective of residents and tourists. The data collection was performed using two enquiry typologies, which allowed statistical treatment to conclude that traits such as reliability, work schedule and courtesy during customer service influence the restaurant experience. The study also found that the restaurant space is valued differently by tourists and locals.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 17 de Janeiro de 2017, Universidade dos Açores.
Keywords
Marketing de Serviços Qualidade de Serviço Restauração Satisfação do Cliente Ilha de São Miguel (Açores)
Citation
Sousa, Beatriz Lima. "Avaliação de serviços com base no Servqual: uma aplicação prática". 2017. 111 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2016. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4096>.