Análise da relação entre qualidade percebida e critérios competitivos : um estudo de caso no ramo de informática/internet

Abstract

This study had as objective evaluates the relationship between competitive criteria and acting of services in terms of noticed quality and the need of adaptations of trade offs in the competitive criteria with base in the customers' opinion. For so much it was looked for to measure the noticed quality of the services for the clientele, classifying the customers of computer science services in clusters (conglomerate) with base in the noticed quality. Besides, it was looked for to verify the noticed acting of the services is related with the considered competitive criteria. The research context was a company that acts in the trade and technical support of computer science equipment and internet service with own provider. The methodology involved the development of case study, of descriptive nature, with quantitative approach. They participated in the study 139 chosen customers in way random probabilistic. The collection of data involved two instruments of evaluation of the quality of the services, being one based on the scale SERVPERF (CRONIN; TAYLOR, 1992) and other in the scale of service attributes, reliability, customization, time of delivery and price and the occurrence of trade operational offs proposed by Teixeira and Paiva (2008). The data were analyzed with the aid of SPSS®, and Kruskal Wallis's tests were used and the one of Man U, as well as the cluster analysis, starting from the Ward method. The results showed that the most unsatisfied customers in the two evaluations those that have little time of partnership with the company were, as well as those that use the access plans to the internet of larger speed. Besides, the largest dissatisfaction indicators were observed among the customers that already had other access providers and also those that use the service for more than 15 hours daily rates. The analysis of the clusters showed that the cluster 1 formed by most of the researched customers, has a larger satisfaction of the quality of the services in all of the criteria in relation to the cluster 2. Already the relationship between criteria and competitive acting in the analyzed section is ruled in relative factors at the flexibility, reliability and time.