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Modelo dos Gaps da Qualidade em Serviços no contexto do Turismo. Estudo de caso no setor marítimo-turístico
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Orientador(es)
Resumo(s)
É percetível uma elevada exigência económica vivida atualmente e uma enorme compe-
titividade entre organizações de serviços, associado ao acentuado crescimento do turismo em
Portugal nos últimos anos. Fatores como a qualidade dos serviços e a satisfação dos clientes
são fundamentais para garantir o sucesso de qualquer organização. Este sucesso só é alcan-
çado se as empresas conseguirem manter o nível de serviço e melhoria contínua, utilizando
métodos específicos de gestão da qualidade.
Depois de realçada a importância para o país deste setor de atividade, o turismo, este
trabalho apresenta uma estrutura útil e aplicável a qualquer empresa que intencione conhecer
e melhorar o nível de qualidade do serviço que oferece aos clientes.
Foi aplicado o Modelo dos
Gaps de Qualidade em Serviços a uma empresa turística, mais
concretamente do ramo marítimo-turístico. Foram identificados e analisados cada um dos
cinco
Gaps do Modelo, tendo em vista a comparação do serviço realmente percecionado com
o serviço esperado pelos clientes. O estudo foi complementado fazendo a comparação das
cinco dimensões do Modelo original dos
Gaps com as dimensões do modelo obtido no caso
de estudo, através de uma análise fatorial.
Este trabalho permitiu analisar a viabilidade da implementação do Modelo dos
Gaps de
Qualidade em Serviços numa organização marítimo-turística, seguindo para um caso prático.
O trabalho contribuiu positivamente para a empresa em estudo, tendo permitido identificar
oportunidades de melhoria do serviço levando à sugestão de medidas concretas, como por
exemplo a melhoria do ambiente envolvente do local onde a embarcação se encontra.
It is noticeable, nowadays, the high economic demand experienced and an enormous competitiveness between service organizations, associated with the sharp growth of tourism in Portugal in recent years. Factors such as service quality and customer satisfaction are essen- tial to ensure the success of any organization. This success is only achieved if companies are able to maintain the level of service and continuous improvement, using specific quality man- agement methods. After highlighting the importance that the touristic sector of activity represents for the country, this work presents a useful structure applicable to any company that intends to know and to improve the level of quality of service it offers to customers. The Service Quality Gaps Model was applied to a tourism company, more specifically in the maritime-tourism sector. Each of the Model's five Gaps were identified and analyzed, with the objective of comparing the service perceived with the service expected by customers. The study was complemented by comparing the five dimensions of the original Gaps Model with the dimensions of the model obtained in the case study, through a factorial analysis. This dissertation made it possible to analyze the feasibility of implementing the Service Quality Gaps Model in a maritime-tourism organization, moving on to a practical case. This work had a positive contribution to the company, having made it possible to identify opportu- nities for improving the service, leading to the suggestion of concrete measures, for example the improvement of the surrounding environment of the place where the vessel is located.
It is noticeable, nowadays, the high economic demand experienced and an enormous competitiveness between service organizations, associated with the sharp growth of tourism in Portugal in recent years. Factors such as service quality and customer satisfaction are essen- tial to ensure the success of any organization. This success is only achieved if companies are able to maintain the level of service and continuous improvement, using specific quality man- agement methods. After highlighting the importance that the touristic sector of activity represents for the country, this work presents a useful structure applicable to any company that intends to know and to improve the level of quality of service it offers to customers. The Service Quality Gaps Model was applied to a tourism company, more specifically in the maritime-tourism sector. Each of the Model's five Gaps were identified and analyzed, with the objective of comparing the service perceived with the service expected by customers. The study was complemented by comparing the five dimensions of the original Gaps Model with the dimensions of the model obtained in the case study, through a factorial analysis. This dissertation made it possible to analyze the feasibility of implementing the Service Quality Gaps Model in a maritime-tourism organization, moving on to a practical case. This work had a positive contribution to the company, having made it possible to identify opportu- nities for improving the service, leading to the suggestion of concrete measures, for example the improvement of the surrounding environment of the place where the vessel is located.
Descrição
Palavras-chave
Turismo Setor marítimo-turístico Qualidade em serviços Satisfação dos clientes Modelo dos Gaps SERVQUAL