Análise das dimensões da qualidade do serviço do setor de locação de automóveis
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Data
2018-11-30
Autores
Jesus, Gessica Mina Kim
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Universidade Estadual Paulista (Unesp)
Resumo
A falta de qualidade no setor de serviços exige das empresas técnicas de controle mais efetivas e métodos de avaliação da qualidade menos genéricos, baseados nas dimensões da qualidade de cada setor. Em particular, os serviços de locação de automóveis se apresentam como um mercado promissor e competitivo, tanto no cenário nacional quanto no mundial. Dessa forma, o objetivo dessa pesquisa é analisar quais dimensões da qualidade de serviço no setor de locação de automóveis são determinantes para satisfação do consumidor brasileiro. O método de pesquisa quantitativo do tipo survey foi aplicado utilizando como instrumento de coleta de dados o questionário, elaborado com base na revisão de literatura. 196 respostas foram obtidas permitindo a aplicação das análises estatísticas: descritiva, fatorial exploratória e regressão logística. Os resultados mostraram que apesar da grande quantidade de dimensões encontradas na literatura, as dimensões comunicação com o cliente, segurança, aspectos de importância da empresa e apresentação foram as que mais influenciaram a qualidade do serviço de locação de automóveis no Brasil, na visão dos clientes. Porém, outras dimensões se mostraram relevantes como confiabilidade, acessibilidade, entrega e conforto. Portanto, as implicações dessa pesquisa para a literatura sugerem um sistema de mensuração de qualidade centralizado nessas variáveis, disponibilizando um instrumento de melhoria da qualidade dos processos de serviços de locação de automóveis. Além disso, espera-se que os investimentos do setor para o atendimento desses requisitos gere um impacto positivo na satisfação do cliente, o que consequentemente leva a uma melhoria nos índices de lealdade, fatores decisivos para a competitividade das empresas desse setor.
The lack of quality in the service sector requires from the companies more efficient control techniques and less generic quality assessment methods, based on the inherent quality dimensions of each sector. In particular, the car renting services present itself as a market promising and competitive, both in the national as the international scenario. Thus, the purpose of this study is to evaluate which service quality dimensions in the vehicle rental sector are determining for the satisfaction of the Brazilian consumer. The quantitative survey method was applied using the questionnaire as a data collection tool, elaborated based on the literature review. 196 answers were obtained allowing the application of statistics: descriptive, exploratory factorial and logistic regression. The results showed that besides the great quantity of dimensions found in the literature, the customer communication, safety, aspects of importance, presentation were the ones that most influenced the quality of the car rental service in Brazil, according to the customers’ view. However, other dimensions were also relevant such as reliability, accessibility, delivery and comfort. Therefore, the implications of this research for the literature suggests a measurement system centralized on those variables, providing an instrument to improve the quality of vehicle localization processes. In addition, it is expected that the investments of the sector to meet these requirements generate a positive impact on customer satisfaction, which consequently leads to a victory in loyalty indices, decisive factors for the competitiveness of the companies in the sector.
The lack of quality in the service sector requires from the companies more efficient control techniques and less generic quality assessment methods, based on the inherent quality dimensions of each sector. In particular, the car renting services present itself as a market promising and competitive, both in the national as the international scenario. Thus, the purpose of this study is to evaluate which service quality dimensions in the vehicle rental sector are determining for the satisfaction of the Brazilian consumer. The quantitative survey method was applied using the questionnaire as a data collection tool, elaborated based on the literature review. 196 answers were obtained allowing the application of statistics: descriptive, exploratory factorial and logistic regression. The results showed that besides the great quantity of dimensions found in the literature, the customer communication, safety, aspects of importance, presentation were the ones that most influenced the quality of the car rental service in Brazil, according to the customers’ view. However, other dimensions were also relevant such as reliability, accessibility, delivery and comfort. Therefore, the implications of this research for the literature suggests a measurement system centralized on those variables, providing an instrument to improve the quality of vehicle localization processes. In addition, it is expected that the investments of the sector to meet these requirements generate a positive impact on customer satisfaction, which consequently leads to a victory in loyalty indices, decisive factors for the competitiveness of the companies in the sector.
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Palavras-chave
Gestão da qualidade, Aluguel de carro, Satisfação do cliente, SERVQUAL, RENTQUAL, Quality management, Car rental, Customer satisfaction