Uma análise SERVQUAL da qualidade dos serviços prestadoas pelas feiras livres orgânicas do municipio de Pelotas/RS

This dissertation analyzed the level of consumer satisfaction in relation to the quality of services provided by organic food markets in the municipality of Pelotas. In this sense, an exploratory-quantitative research was carried out, using as a research instrument a questionnaire based on the SERVQUAL model, developed by Parasuraman, Berry e Zeithaml (1988), divided into three parts. The first part of the research characterized the profile of customers at organic fairs in Pelotas. The second part of the research consisted of analyzing consumer perception using a SERVQUAL scale composed of 15 items, divided into six quality dimensions. The third part of the research sought to identify the barriers encountered when consuming organic products; the most relevant points for consumers at organic product fairs; and what is the concept of organic products for this audience. To analyze the results, descriptive statistics analysis techniques were combined with bivariate correspondence analyses. The research universe was formed by six organic food markets in the city of Pelotas/RS. The results of this study indicated that the empathy quality dimension was the one that presented the largest quality gap, followed respectively by the dimensions: a) tangibility; b) reliability; c) security; d) promptness; and, e) environmental. The main barrier faced by consumers when consuming organic products was linked to the scarcity of points of sale, followed by price and the family's food culture. It was also identified that on a scale of relevance, the most important factor for the consumer referred to the fact that the organic product did not contain pesticides, followed respectively by the points: a) personal and family health; b) biological value; c) environmental preservation, and, d) aroma and flavor in the last degree of importance. The research also revealed that the concept of organic products for consumers at the fairs studied was strictly associated with health. The work had scientific relevance in presenting the current ...