Análise do ciclo de serviços de uma loja de vestuário

Abstract

The use of the service cycle works as a managerial tool that helps the organization to work with the intangible and variable aspect of its processes and the criteria used by customers to evaluate the services provided. This research aims to build the service cycle of an organization in the clothing sector and map the critical points of the process that may interfere with the satisfaction of its customer, considering the five dimensions of quality proposed by Zeithaml and Bitner (2003): reliability, responsiveness, security, empathy and tangible aspects of the service. The present research is exploratory and descriptive; with a qualitative approach and with the case study method, using a document and participant observation. The theoretical framework was based on the following authors: Las Casas (2019), Lovelock; Wright, 2006; Gianesi; Corrêa, 2018; Zeithaml; Bitner; Gremler, 2014, Fiebig; Freitas, (2011); Lamprecht, (1994); Cobra, (1986), Fitzsimmons and Fitzsimmons (2014), Albrecht and Bradford (1992), Grönroos (1984), Teixeira et al. (2012), Carlzon; Langerstrom, (2005). Spiller et al. (2004), Toledo et al. (2012). From the analysis of the satisfaction survey documents made by the company and the participant observation, it was possible to build the store's service cycle and observe that the critical moments are in the first stage of service provision - social networks and store visits. Therefore, it is necessary for the company's managers to evaluate this stage of their production cycle, in the quest to build customer loyalty and win new business.