Aplicação do modelo SERVPERF para avaliação dos serviços em uma clínica de implante capilar

Abstract

There is a growing demand for high-tech hair treatments, as well as great competitiveness in the aesthetics market. Understanding the perceived quality of services from the customer's point of view is essential for identifying flaws, guaranteeing improvements, increasing customer satisfaction and developing competitive advantage. However, consumers' views are generally unknown or underestimated, which has a negative impact on customer loyalty and company success. The general aim of this study is to measure and analyse the perception of customers at a robotic hair implant clinic located in the city of Goiânia - GO. To this end, a study was carried out using the SERVPERF scale, where the scale was constructed through refinement stages and then applied to a sample of customers of the aforementioned company. The scale sought to identify customer perceptions of the clinic's services, as well as the relative importance of the scale's attributes. Subsequently, the scale data was collected and its results analysed in descriptive and inferential terms (multiple linear regression), identifying the perception of these customers. In this way, the positive aspects and sore points of the Robotic Clinic were diagnosed, as well as the most relevant items from the customers' point of view. Regression analysis also revealed the attributes of greatest relevance to the construct ‘Satisfaction’.