Importância e desempenho de critérios competitivos em uma sanduicheria e pizzaria de massa artesanal: análise de oportunidades de melhoria sob a perspectiva do cliente

Abstract

The out-of-home food sector has been growing very prominently in the country and, in Rio Grande do Norte, the numbers are not different, especially in the restaurant and snack bar segment. The balance of new start-ups is positive and in this context, existing companies should be aware of the insertion of these new companies in the market. In addition to being in constant growth is a very homogeneous market, which requires companies in the segment a position against the market to present a competitive differentiation to get a prominent position in the perception of customers. The present study aims to evaluate, in the client's perception, the attributes of importance and performance in relation to the competition, as a support to strategic decision making. The research is a case study, developed in a fast food restaurant that produces sandwiches and pizzas with artisanal dough. It is applied as to its nature and descriptive as to its objectives, of a transverse character. To carry out the survey, a total of 100 (one hundred) clients of the company studied were interviewed, through a survey, in order to collect the opinion of the clients. For data analysis was applied plot of the data obtained in the matrix of importance x performance, evaluating how important it gives to each attribute and how it evaluates it in relation to the competition of the studied company. The results showed a predominance of evaluations in the appropriate zone, which may mean that customers are loyal, with alignment of the attributes offered by the company to the importance given by them and see the competitive differentials of the restaurant with performance equal or superior to the competition. This finding is particularly important as it indicates that innovation in the industry to outperform the competition, capture new customers, and surprise you must be an ongoing pursuit.