SERVQUAL-LOG – UMA VARIAÇÃO DA ESCALA SERVQUAL PARA AVALIAÇÃO DA QUALIDADE PERCEBIDA EM BUSCA DA MELHORIA DO NÍVEL DE SERVIÇO NA LOGÍSTICA DE DISTRIBUIÇÃO

Abstract

Companies that seek to ensure quality operations to meet the demands of customers have been gaining more and more space and differentiation in the market. Going deeper into the issue, the application of tools that allow the measurement of quality in the understanding of the expectations of its clients regarding the service provided can lead these organizations to a higher level. Logistics, an element of the day-to-day life of countless companies and an "internal" service operation aimed at providing products and / or services where, when and as needed and desired, is undergoing this transformation. Therefore, the present work uses an applied research with technical approach of case study to demonstrate the use of the SERVQUAL scale, modified through a survey with logistic operations managers of several companies of the national territory and considering specific attributes of the reality of the area , Called here SERVQUAL-Log. With the definition, SERVQUAL-Log was applied to the main clients of the company defined as object of study to determine the degree of importance of the dimensions and through its attributes to evaluate the level of service desired, acceptable and perceived as to the logistics service. For the development of this application, it was essential to deepen the main concepts that cover logistics, SERVQUAL and statistical techniques. Given the results achieved, it is possible to conclude that the quality perceived by the clients in relation to the services provided by the analyzed operation leads to numerous possibilities for improvement, being largely outside the tolerance gap defined by the customers. Another important point to highlight is the contribution to advancing the understanding of quality in internal service operations.