A QUALIDADE DO ATENDIMENTO COMO DIFERENCIAL COMPETITIVO PARA AS MICRO E PEQUENAS EMPRESAS DE VAREJO NA CIDADE DE CAMPINA GRANDE – PB

Abstract

The main of this work is to analyze the quality of service and product in a Small company in the city of Campina Grande, state of Paraíba. The empirical research has done with 200 client. In this research it was used a descriptive analyze, with relative and absolute frequency distribution and variation coefficient. The result indicated that major of client is woman, married and is fourth years olds. They considered that business has the quality of service and product. The research verified that attendance most harmonizes that the compromising exists on the part of the employees of offering a good attendance and in the ideal time. The interviewees considers that is done in a clear way and he/she needs what it turns the sales more and more safe and organized, consequently creating an image of serious and responsible company. The Mix of Marketing the customers were shown quite satisfied with the variety of the offered products and the quality of the same ones; with the communication level; and with the established prices, although 39,5% of the researched customers think the company doesn't have competitive advantage of price in relation to the competitors. On the other hand, most of the interviewees were not satisfied with their promotion, because the company only works with promotions (promotion of sales) three times a year. Finally, the market is more competitive and the small company needs to offer quality in the services and products as differential competitive.