Serviços em supermercados : o que os clientes e gerentes percebem?
Ano de defesa: | 2016 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade do Grande Rio
|
Programa de Pós-Graduação: |
Programa de Pós-Graduacão em Administração
|
Departamento: |
Unigranrio::Administração
|
País: |
Brasil
|
Palavras-chave em Português: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://localhost:8080/tede/handle/tede/120 |
Resumo: | The Brazilian supermarket sector is booming, and was responsible in 2015 for approximately 5.3% of the Brazilian GDP and employing about 4 million people across the country, directly or indirectly. With this growth scenario, prosperity and strength of the supermarket sector, could be expected that their services were considered at least satisfactory for consumers, which, apparently, is not reflected in reality. This study aimed to seek to understand how customers and supermarket managers understand the quality of services provided by front-line staff, by comparing the position of both groups of subjects regarding the studied phenomenon, and deepening understanding of the dimensions of quality services in supermarkets. A review was carried out in the literature available about the related issues and to achieve work objectives carried out a qualitative research through interviews with customers and supermarket managers, looking in detail to understand their understanding of the quality of services provided by employees front line through the intersection of the results of both groups of subjects. As a result, we have identified one hundred and fifty quality items that the customer perceives as a reflection of the work of the supermarket front-line staff and we compare them with the understanding of the managers who performed quite similarly. With these identified items we could go a little deeper understanding of the dimensions of service quality in supermarkets, realizing a highlight to tangibility, communication, trust / reliability and courtesy. |
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Barros, Denise FrancaBarros, Denise FrancaSauerbronn, João Felipe RammeltHalpem, Eduardo EspíndolaAraújo, Leandro Condeixa2017-02-08T10:30:18Z2016-02-29ARAÚJO, Leandro Condeixa. Serviços em supermercados : o que os clientes e gerentes percebem?. 2016. 100 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016.http://localhost:8080/tede/handle/tede/120The Brazilian supermarket sector is booming, and was responsible in 2015 for approximately 5.3% of the Brazilian GDP and employing about 4 million people across the country, directly or indirectly. With this growth scenario, prosperity and strength of the supermarket sector, could be expected that their services were considered at least satisfactory for consumers, which, apparently, is not reflected in reality. This study aimed to seek to understand how customers and supermarket managers understand the quality of services provided by front-line staff, by comparing the position of both groups of subjects regarding the studied phenomenon, and deepening understanding of the dimensions of quality services in supermarkets. A review was carried out in the literature available about the related issues and to achieve work objectives carried out a qualitative research through interviews with customers and supermarket managers, looking in detail to understand their understanding of the quality of services provided by employees front line through the intersection of the results of both groups of subjects. As a result, we have identified one hundred and fifty quality items that the customer perceives as a reflection of the work of the supermarket front-line staff and we compare them with the understanding of the managers who performed quite similarly. With these identified items we could go a little deeper understanding of the dimensions of service quality in supermarkets, realizing a highlight to tangibility, communication, trust / reliability and courtesy.O varejo supermercadista brasileiro está em plena expansão, tendo sido responsável em 2015 por aproximadamente 5,3% do PIB Brasileiro e empregando cerca de 4 milhões de pessoas em todo o país, de forma direta ou indireta. Com esse cenário de crescimento, prosperidade e robustez do setor supermercadista, poderia se esperar que seus serviços fossem considerados, ao menos, satisfatórios por parte dos consumidores, o que, aparentemente, não se reflete na realidade. Este trabalho teve como objetivo principal buscar compreender como os clientes e os gerentes de supermercado entendem a qualidade dos serviços prestados pelos funcionários de linha de frente, por meio da comparação da posição de ambos os grupos de sujeitos quanto ao fenômeno estudado, e do aprofundamento da compreensão das dimensões da qualidade em serviços em supermercados. Foi realizada uma revisão na literatura disponível acerca dos temas relacionados e, para alcançar os objetivos do trabalho realizou-se uma pesquisa qualitativa, através de entrevistas com clientes e gerentes de supermercado, buscando compreender detalhadamente seu entendimento sobre a qualidade dos serviços prestados pelos funcionários de linha de frente, por meio do cruzamento dos resultados de ambos os grupos de sujeitos. Como resultado, identificamos cento e cinquenta itens de qualidade que o cliente percebe como reflexo do trabalho da equipe de linha de frente de supermercado e pudemos compará-los com o entendimento dos gerentes que se apresentou de forma bastante semelhante. Com esses itens identificados pudemos aprofundar um pouco mais a compreensão das dimensões da qualidade de serviços em supermercados, percebendo um destaque para a tangibilidade, comunicação, confiança/confiabilidade e cortesia.Submitted by Janser dos Santos Nascimento (janser.nascimento@unigranrio.com.br) on 2017-02-08T10:30:18Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Leandro Condeixa de Araujo.pdf: 2129788 bytes, checksum: fd6f2af54cb15cb45bcbec81a8281c7d (MD5)Made available in DSpace on 2017-02-08T10:30:18Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Leandro Condeixa de Araujo.pdf: 2129788 bytes, checksum: fd6f2af54cb15cb45bcbec81a8281c7d (MD5) Previous issue date: 2016-02-29CNPqapplication/pdfporUniversidade do Grande RioPrograma de Pós-Graduacão em AdministraçãoUNIGRANRIOBrasilUnigranrio::Administraçãohttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAdministraçãoVarejoMarketingServiço ao clienteSupermercadosADMINISTRAÇÃOServiços em supermercados : o que os clientes e gerentes percebem?info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Biblioteca Digital de Teses e Dissertações da UNIGRANRIOinstname:Universidade do Grande Rio (UNIGRANRIO)instacron:UNIGRANRIOLICENSElicense.txtlicense.txttext/plain; charset=utf-81982http://localhost:8080/tede/bitstream/tede/120/1/license.txt4a50535e8405f611398e6e2d408dbd1bMD51CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://localhost:8080/tede/bitstream/tede/120/2/license_url4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-80http://localhost:8080/tede/bitstream/tede/120/3/license_textd41d8cd98f00b204e9800998ecf8427eMD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-80http://localhost:8080/tede/bitstream/tede/120/4/license_rdfd41d8cd98f00b204e9800998ecf8427eMD54ORIGINALLeandro Condeixa de Araujo.pdfLeandro Condeixa de Araujo.pdfapplication/pdf2129788http://localhost:8080/tede/bitstream/tede/120/5/Leandro+Condeixa+de+Araujo.pdffd6f2af54cb15cb45bcbec81a8281c7dMD55tede/1202017-02-08 08:30:18.755oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede.unigranrio.edu.br/PUBhttp://tede.unigranrio.edu.br/oai/requestrepositorio@instituicao.br||repositorio@instituicao.bropendoar:2017-02-08T10:30:18Biblioteca Digital de Teses e Dissertações da UNIGRANRIO - Universidade do Grande Rio (UNIGRANRIO)false |
dc.title.por.fl_str_mv |
Serviços em supermercados : o que os clientes e gerentes percebem? |
title |
Serviços em supermercados : o que os clientes e gerentes percebem? |
spellingShingle |
Serviços em supermercados : o que os clientes e gerentes percebem? Araújo, Leandro Condeixa Administração Varejo Marketing Serviço ao cliente Supermercados ADMINISTRAÇÃO |
title_short |
Serviços em supermercados : o que os clientes e gerentes percebem? |
title_full |
Serviços em supermercados : o que os clientes e gerentes percebem? |
title_fullStr |
Serviços em supermercados : o que os clientes e gerentes percebem? |
title_full_unstemmed |
Serviços em supermercados : o que os clientes e gerentes percebem? |
title_sort |
Serviços em supermercados : o que os clientes e gerentes percebem? |
author |
Araújo, Leandro Condeixa |
author_facet |
Araújo, Leandro Condeixa |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Barros, Denise Franca |
dc.contributor.referee1.fl_str_mv |
Barros, Denise Franca |
dc.contributor.referee2.fl_str_mv |
Sauerbronn, João Felipe Rammelt |
dc.contributor.referee3.fl_str_mv |
Halpem, Eduardo Espíndola |
dc.contributor.author.fl_str_mv |
Araújo, Leandro Condeixa |
contributor_str_mv |
Barros, Denise Franca Barros, Denise Franca Sauerbronn, João Felipe Rammelt Halpem, Eduardo Espíndola |
dc.subject.por.fl_str_mv |
Administração Varejo Marketing Serviço ao cliente Supermercados |
topic |
Administração Varejo Marketing Serviço ao cliente Supermercados ADMINISTRAÇÃO |
dc.subject.cnpq.fl_str_mv |
ADMINISTRAÇÃO |
description |
The Brazilian supermarket sector is booming, and was responsible in 2015 for approximately 5.3% of the Brazilian GDP and employing about 4 million people across the country, directly or indirectly. With this growth scenario, prosperity and strength of the supermarket sector, could be expected that their services were considered at least satisfactory for consumers, which, apparently, is not reflected in reality. This study aimed to seek to understand how customers and supermarket managers understand the quality of services provided by front-line staff, by comparing the position of both groups of subjects regarding the studied phenomenon, and deepening understanding of the dimensions of quality services in supermarkets. A review was carried out in the literature available about the related issues and to achieve work objectives carried out a qualitative research through interviews with customers and supermarket managers, looking in detail to understand their understanding of the quality of services provided by employees front line through the intersection of the results of both groups of subjects. As a result, we have identified one hundred and fifty quality items that the customer perceives as a reflection of the work of the supermarket front-line staff and we compare them with the understanding of the managers who performed quite similarly. With these identified items we could go a little deeper understanding of the dimensions of service quality in supermarkets, realizing a highlight to tangibility, communication, trust / reliability and courtesy. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-02-29 |
dc.date.accessioned.fl_str_mv |
2017-02-08T10:30:18Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
ARAÚJO, Leandro Condeixa. Serviços em supermercados : o que os clientes e gerentes percebem?. 2016. 100 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016. |
dc.identifier.uri.fl_str_mv |
http://localhost:8080/tede/handle/tede/120 |
identifier_str_mv |
ARAÚJO, Leandro Condeixa. Serviços em supermercados : o que os clientes e gerentes percebem?. 2016. 100 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016. |
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Universidade do Grande Rio |
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Programa de Pós-Graduacão em Administração |
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UNIGRANRIO |
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Brasil |
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Universidade do Grande Rio |
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