Qualidade em serviços: uma pesquisa acerca da percepção dos estudantes-consumidores de uma universidade em relação as principais redes de fast-food da região de Governador Valadares - MG

Abstract

The purpose of this study is to analyze the perception of student-consumers about the services provided at the two main multinational fast-food chains located at the mall in the city of Governador Valadares. In order to reach this objective, the choice of methodology was based on a qualitative research and exploratory nature, which made it possible to get better understanding about the theory involving the research theme, to elaborate and carry out 62 interviews with students from UFJF/GV who are consumers at McDonald's and Burger King, and also categorize the most relevant statements with the eight critical influencing factors on switching services. About the results presented, it was concluded that although the two chains are a reference in the fast-food segment, they present failures, since a good part of the interviewees perceived that the quality of the services provided is not totally satisfactory, since there are factors linked to price, inconvenience, core service failure and service encounter failure, which if frequent, may influence them to give up using the services, while there are also reasons that are judged by consumers as aspects of quality in the service provision. This study presented suggestions for improvement and ideas for future studies to be developed to expand knowledge on the subject and provide to academic and managerial contributions.