Marketing de serviços: o atendimento e a qualidade dos serviços prestados como ferramenta estratégica para a competitividade das oficinas mecânicas para motocicletas da cidade de Pato Branco-PR

Abstract

The current research presents a discussion regarding the importance and the need for a differentiated policy in order to attract customers. In this context it was sought to identify the different actions in the motorcycle repair shops in Pato Branco city - PR, which help the companies to be more competitive in relation to the competitors at the moment of making a decision of purchasing products or services. As an initial basis of the analysis, it is observed the four characteristics of the services in these motorcycle repair shops. Subsequently, through the field research it was possible to obtain an exactly idea of what the customers expect from a motorcycle repair shop, and what the managers consider as important differences. The conclusions indicate that the customers consider as advantages the agile service and the services provided with quality. Managers in their responses also evaluate the treatment and the quality of the provided services as an effective way to attract customers.