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Title: COMPETITIVE DYSFUNCTION: ANALYSIS OF GAPS LEVEL BY SERVQUAL MODEL IN PHARMACIES OF COMPOUNDING IN CITIES OF THE STATE OF SÃO PAULO

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Title:
COMPETITIVE DYSFUNCTION: ANALYSIS OF GAPS LEVEL BY SERVQUAL MODEL IN PHARMACIES OF COMPOUNDING IN CITIES OF THE STATE OF SÃO PAULO
Author Name:
Rubens Cukier; Orlando Roque da Silva; Délvio Venanzi
Abstract:
Insofar as the competition between companies becomes a factor of sustainability, the measurement, and the analysis of services provided to the customers become extremely important for making the strategic decision by the managers of enterprises, since the perception by quality customer service is what ensures the company´s competitive advantage in the market where it belongs. The quality of services is therefore an extremely important factor for the company and should therefore be measured and analyzed periodically. This study aims to examine how the strategy of service quality of a compounding pharmacy has provided an increase of 32 percent in number of active clients in the last twelve months. The analyses were made on the gap between the quality of services expected by customers of compounding pharmacy object of study and the quality of service perceived by the same customer, compared at two different times before and after purchasing the product. Using data collected through the questionnaire validated SERVQUAL model of Parasuraman et al (1988) demonstrated that the characteristics most important to their clients were the reliability and safety. Key words: Quality service, Competitive Advantage, SERVQUAL
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