A Definição dos 8 P ’s do composto de marketing nos serviços como factordeterminante na qualidade que o consumidor percebe do serviço prestado - estudo de caso: restaurante Mimmos

Abstract

The present work intends to demonstrate the participation of the elements of marketing in the perception that MIMMOS restaurant customers have of the quality of the service provided. At the basis of the Servqual scale, an analysis was made of the quality of the service provided at MIMMOS and the level of service provision was classified based on the performance of the 8 P's. The results were determined based on this model applied in a research survey directed to customers, where it was possible to obtain quantitative results that allowed to take conclusions of this research. To complement the results of this research, a study was carried out questionnaire addressed to MIMMOS in order to obtain information for the case study. From the results obtained in the survey of 60 customers of this restaurant, there was a good provision of the service provided at MIMMOS. However, there are points considered reasonable and bad in the provision of the service. One of the factors considered to be of higher quality is related to the physical aspects, namely physical appearance, materials, location and associated aspects to the service considered attractive, flashy and adequate to the provision of the service. The dots considered reasonable and bad refer to the reliability factor. As a conclusion, it is stated that the elements of the service marketing mix are a factor determinant in the client's perception of the quality of the service provided. Noticing a great contribution to the good performance in the product, profile, square, procedures and people. In order to improve the level of service provision, it is suggested a greater coordination between the communication and marketing area and the institution itself, relationship and employee and customer satisfaction, and employee qualification and training.(NOSSA TRADUÇÃO)