Qualidade no atendimento : uma análise da percepção dos clientes de uma mercearia no bairro São Conrado, no município de Aracaju

Abstract

The objective of this study was to suggest a search carried out in a grocery store located in the São Conrado neighborhood, in the Aracaju city, in which sought to identify the perception con-sumers had about the care provided by the employees and whether the facilities physical char-acteristics offered by the organization were adequate to provide the service. In methodological aspects, this study was based on qualitative research with a descriptive approach. For the data collection, 100 questionnaires were used, distributed among the clients than visited the estab-lishment during the research, which had a subjective question to the suggestion of points of improvement perceived by the consumer, as well as objective questions for the identification the profile of the interviewee and for the measurement of the quality dimensions perceived by the clients. The results presented regularity indexes regarding satisfaction in respect to aspects quality´s construct in the care as attention, appreciation, courtesy and knowledge of the em-ployee in relation to the services offered by the grocery store. However, a satisfaction index was presented for the delivery service at the customer's residence and the location of the estab-lishment. The study contributed to the theoretical refinement, analyzing the dimensions of ser-vice and quality from the perspective of the consumer, so that, based on this result, the owners develop a strategic plan to improve the quality of service, training of their employees and some improvements in the physical structure of the establishment in order to obtain retention of ex-isting customers and attraction of new customers through good image and company disclosure