Banca de DEFESA: MARIA JULIANA FERREIRA LEITE

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MARIA JULIANA FERREIRA LEITE
DATE: 20/02/2024
TIME: 09:00
LOCAL: Online
TITLE:
KEY WORDS:

Customer satisfaction; Covid-19 pandemic; SERVQUAL; Grey Scale.

PAGES: 98
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

The recent directions incorporated in the service sector have made the environment highly competitive, dynamic, and uncertain, requiring effective measures and initiatives for innovation in meeting customer specificities, keeping pace with their dynamism. In this context, this research aims to evaluate the provision of services offered by bakeries through attributes related to customer satisfaction, using a proposition that establishes the interference of indeterminate factors, linked to the SERVQUAL criteria, to understand which ones are most influential in choosing a service. The study employed a methodology that integrates qualitative and quantitative approaches, considering the collection of information from the participants' perspective and through statistical studies. The technical procedure is characterized as a survey, given the development of a questionnaire applied before and after the Covid-19 pandemic with the purpose of acquiring customer perceptions in different scenarios. The research data underwent an analysis that focused on statistical surveys to obtain sufficient information to formulate a mathematical model on customer satisfaction, involving the most influential dimensions. Promptness, credibility, and tangibility were identified as the dimensions that add the most value to the service in the first sample, while security, tangibility, and credibility were highlighted for the second. Therefore, the research findings can be used to identify any deficiencies in the provision of bakery services, which can serve as a basis for implementing actions focused on improving service quality and increasing customer satisfaction. Furthermore, its impact on society consists of providing a greater understanding of the sector and the factors influencing customer satisfaction, requiring companies to align their offerings according to consumer needs. Regarding environmental concerns, it brings greater awareness of sustainability attributes, encouraging environmentally sustainable practices, reducing costs, avoiding waste, strengthening brands, and driving innovation. For the economy, it strengthens strategic insights for the bakery sector, contributing to the expansion of operations and hiring employees, attracting new investments, and driving economic development.

COMMITTEE MEMBERS:
Externo à Instituição - ANTÔNIO CEZAR BORNIA
Presidente - 2292895 - DENISE DUMKE DE MEDEIROS
Interna - 1809373 - MAISA MENDONCA SILVA