Augusto F. Ramos Filho

La qualit est importante dans tous les domaines de l' conomie, mais dans le secteur des services, elle occupe une place plus importante et tr s sp cifique, car avant que le consommateur ne per oive le produit, le service fourni par l'organisation est la premi re impression qu'il aura. L'objectif g n ral de cette tude tait d' valuer la perception qu'ont les clients de la qualit des services fournis par les magasins Rota do Mar (si ge social) et Moda Center Santa Cruz do Capibaribe - PE. Afin d'atteindre l'objectif propos , la m thodologie utilis e est descriptive, explicative, appliqu e, bibliographique, d' tude de cas et de recherche sur le terrain. L'instrument utilis tait une enqu te contenant une (1) question ouverte et facile comprendre, qui a permis un chantillon de quatre-vingt-un (81) clients grossistes d'exprimer leurs opinions sur ce qui pourrait tre fait pour am liorer la qualit des services fournis par Rota do Mar.

Quality is important in all areas of the economy, but in the service sector it occupies a more prominent and very specific place, since before the consumer perceives the product, the service provided by the organisation is the first impression the customer will have. The general aim of this study was to assess customers' perceptions of the quality of the services provided by the Rota do Mar (head office) and Moda Center shops in Santa Cruz do Capibaribe - PE. In order to achieve the proposed objective, the methodology used was descriptive, explanatory, applied, bibliographical, case study and field research. The instrument used was a survey containing one (1) open and easy-to-understand question, which allowed a sample of eighty-one (81) wholesale customers to express their opinions on what could be done to improve the quality of the services provided by Rota do Mar.