Análise de preferências negativas para atendimento às expectativas de clientes em serviços: estudo de caso no segmento de transporte de passageiros

Abstract

In the present work, we aim to develop a tool for evaluating the quality of services through the client´s voice. The services represent a significant part of the Brazilian economy, being also included in manufacturing companies as an essential part of the production operations. Quality assessment methods, techniques and tools provide companies with opportunities for improvement. In addition, they allow the achievement of better satisfaction rates. The proposed tool aims to consider the voice of the client to achieve goals and objectives with a focus on improving quality by meeting customer's negative preferences. With this, the undesirable features and factors for the client will be considered in the establishment of the improvement actions. Therefore, a review of the literature on the subject. Three tools used to evaluate the quality applicable to services were analyzed, such as the Quality Function Deployment (QFD), the importance-performance matrix, and SERVQUAL. In the tool, in order to establish the requirements of the customers, it was based on the existing rules regarding the transport service and existing works on the subject. With the tool built, it was applied in a road transport service in the region of Campos Gerais. The negative requirements were established and related to the positive requirements in order to reinforce the weight of each positive requirement which directly influence the final outcome of the planned quality. With the application we obtained the evaluation of the quality of the service, by indicating the quality characteristics that need to be prioritized in order to obtain greater satisfaction in the services offered by the company. The results obtained through the tool allow the company to have an overview of its service through the customer's vision, thus identifying the points of improvement and directing their efforts on them.