Avaliação da qualidade em serviços de entrega em domicílio no setor farmacêutico : uma aplicação do método Servqual, usando a análise fatorial

Abstract

Resumo: Sendo o Brasil um país voltado para a economia de mercado cada vez mais competitivo, ressalta-se a importância da qualidade na oferta de produtos e serviços. A qualidade deve ser ofertada e controlada por razões de continuidade empresarial. O mercado é seletivo e assim requer. Tão importante como agir e ofertar qualidade é saber medi-la. Sob este contexto desenvolveu-se o estudo. Foi avaliada a questão da qualidade nos serviços de entrega em domicílio de uma empresa do setor farmacêutico. O objetivo geral do trabalho foi avaliar a qualidade dos serviços de entrega em domicílio de uma farmácia em Guarapuava/PR. Metodologicamente a pesquisa constitui uma pesquisa de campo (Observação Direta). Foram entrevistadas 616 pessoas para a coleta de dados. Essas pessoas residem no Centro e nos bairros: Cristo Rei, Estados e Trianon. A fidedignidade dos dados coletados foi medida e atestada pelo Alfa de Crombach. O método SERVQUAL, aplicado aos dados mostrou que a empresa atende as expectativas mínimas dos clientes, mas, precisa melhorar em todos os itens que compõe o serviço de entrega em domicílio. A Análise Fatorial realizada confirmou as dimensões utilizadas no método Servqual.

Abstract: Being a capitalist country, Brazil is a consumer with market competitive more and more; it highlights, in this case, the importance of the quality to offer product and service. The quality must be given and controlled by reasons of enterprise continuity. The market is selective and this way it must remain. It is as important to know how to measure it as to know how to act. Under this context a study was developed. It was evaluated the question about quality of service of home delivery of an enterprise in pharmaceutical area. The main goal of the job was to identify through SERVQUAL method and factorial analysis, the quality of home deliver of drugstore in Guarapuava/PR.So It was necessary to identify what are services, what is quality and what is service quality as well as to identify what is factorial analysis. Methodologically the research turned out to be a field research (direct observation). The neighborhoods observed were: Downtown, Cristo Rei, Estados and Trianon. For all of them were collected data from 616 questionnaires structured and closed. The numbers of questionnaires per suburb was respectively 149, 231,150 and 86.It was presented 22 questions per questionnaire. All data collected were analyzed by SERVQUAL method and by factorial analysis. Finalizing the methodological part the used procedures to collect all data were presented. The numerical results were showed in a matrix form with all consideration in percentage. As the final considerations, it was introduced the fulfillment of all specific goals, general goal and the main result in a short form. The job was guided by using numerical methods in favor of consumers and the enterprise taken as the study environment. The research reached the expected objective.