Analysis of satisfaction with the quality of the refrigeration service: application of the SERVQUAL methodology

Abstract

This research aimed to analyze the satisfaction of the services provided to customers of a refrigeration company located in the city of Juiz de Fora, through the SERVQUAL Scale. This analysis is valuable as quality is an import factor for companies in the role of attracting and retaining customers. It was developed through a single entity survey, with a quality approach, using a questionnaire proposed by Parasuraman et al. (1985) as a source of data collection. This questionnaire had it’s reliability attested through Cronbach’s Alpha, which presented a value 0,819. After the applying the questionnaire, the performance presented, in the customers perception, was compared with their expectations, extracting the gaps in the execution of the servicewhich was indentified in all dimensions of the SERVQUAL Scale, and the biggest discrepancy is in the Tangibility dimension, mainly motivated by the appearance of the physical facilities and modern equipment. It is noted, then, that customer expectations are not being met by the performance of the service provided, revealing the need for companies to identify the points of insufficiency and implement solutions to reverse this situation. Furthemore, it emphasizes the importance of verifying whether customers are satisfied or not in order to become more competitive.