Qualidade e satisfação do cliente: estudo de caso em uma pizzaria

Abstract

This study aims to analyze the impressions of quality and satisfaction perceived by customers of a company in the food sector, specifically a pizzeria called Mega pizzeria. For this, the re- search was developed through three specific objectives, which are to conceptualize what is ser- vice, service marketing, quality and customer loyalty; evaluate the quality, satisfaction and cus- tomer loyalty of Pizza Mega and point out possible improvements to the products and services of Pizza mega through quality management tools. To achieve these objectives, an analysis of the importance and performance of the criteria (quality, satisfaction, importance on the part of the client) was carried out, seeking to identify the main criteria of competitivity (application allocators) and also the least important ones, where all were allocated in an array of importance- satisfaction. All theoretical framework was based on aspects related to the fundamental tech- nical-theoretical concepts of services, the quality applied to services and finally the satisfaction and loyalty of customers with services. The documents used for the creation of theoretical con- tent were articles, dissertations and theses found through research in academic search engines such as Google Scholar and SciELO (Scientific Electronic Library Online) as well as books related to the research area found in the virtual library of the Federal University of Juiz de Fora (Campus de Governador Valadares). For practical conduction of the study, a questionnaire structured in 28 items was applied, items described in the form of objective questions where the author's own instrument was elaborated from the adaptation of questionnaires used in pre- vious research on quality, satisfaction and customer loyalty found in the literature. The ques- tionnaire was applied online through the free Google Forms tool. The data collection process occurred between the period from 28/09/2020 to 08/10/2020, totaling a total sample of 158 individuals, seeking during the period of data collection to ensure that the largest number of customers could answer the questionnaire. Of the 28 items surveyed, within the matrix of s matrix of importance-satisfaction, 13 items were classified as high importance and high satis- faction, 4 items were classified as high importance and low satisfaction, 7 as low importance and high satisfaction and 4 as low importance and low satisfaction. It was concluded, therefore, that customers have a good degree of satisfaction with the services and products offered by Pizzeria Mega, where the criteria most valued by customers were the quality of the product and the delivery performance by the establishment. However, there are some points directly linked to the quality of the central product "Pizza" that should be focus of improvement in the subse- quent time.