Proposta de um modelo de avaliação dos atributos da qualidade de um produto com apelo cultural face a concorrência baseado em combinações de servqual

• Ano de defesa: 2016
• Autor(a) principal: VALE, Ghena Catarina Carneiro do
• Orientador(a): CAVALCANTI, André Marques
• Banca de defesa: MARINHO, Marcelo Luiz Monteiro
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal Rural de Pernambuco
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração e Desenvolvimento Rural
• Departamento: Departamento de Administração
• País: Brasil
• Palavras-chave em Português: Farinha de mandioca; Comercialização; Análise de qualidade
• Palavras-chave em Inglês: Manioc flour; Commercialization; Quality analysis
• Área do conhecimento CNPq: OUTROS::ADMINISTRACAO RURAL
• Link de acesso: http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/4434

A foodstuff product that is always present in the meals of Brazilians, especially in the Northeast of Brazil, manioc flour is considered a complete meal. Nowadays, the production scenario of the handmade table flour as found in street fairs and public markets, has being loosing territory and replaced by the industrialized product mainly found in big reatailers. In order to analyze the attributes and service quality presented by rural producers of table flour in the region of Pernambuco’s forest zone, the SERVQUAL tool was used to model an exploratory research through a random quality analysis considering the opinion of producers of the forest zone and consumers in the metropolitan area. Thus, the gaps found within the perceptions of table flour producers and consumers of table and industrialized flour were identified, verifying the impact on the quality of the services present in the market and identifying the critical dimensions that should be developed in an action plan to increase the level of product quality for the table flour compared to its industrial competitors.