ASSESSMENT OF THE QUALITY OF SERVICES IN A MOBILE TELEPHONE TECHNICAL ASSISTANCE COMPANY WITH THE APPLICATION OF THE SERVQUAL SCALE

Abstract

The search for customer satisfaction and loyalty has been a constant in service providers, as they are essential requirements for activities and growth in the market, considering the large number of competitors today. The service sector has stood out as one of the fastest growing, and consequently the greatest concern given by companies with regard to customer service. In this sense, the customer's perception and expectation regarding the requested service has been the focus of analysis in the most diverse segments. This article presents a case study that evaluates the quality of services provided by a mobile phone technical assistance company, located in the interior of the state of São Paulo, through the analysis of gaps between customer expectations and perceptions, with the use of an adaptation of the Servqual scale. The survey results indicate that the services offered by technical assistance have a satisfactory level of quality, however, there are excellent opportunities to achieve excellence.