A INFLUÊNCIA DAS DIMENSÕES DA QUALIDADE DE SERVIÇOS NA SATISFAÇÃO DO CLIENTE: UM ESTUDO EM UMA EMPRESA DO SETOR DE CONTROLE DE PRAGAS

The evaluation of factors affecting customer satisfaction of services is no easy task, but it is of great relevance for marketing because of its collaboration for a better understanding of services consumer behavior. In this study, were evaluated the existing relations between quality and customer satisfaction, through the review of existing literature on quality, service and satisfaction and of quantitative-descriptive study in pest control sector, using the collecting method of survey. Service quality was measured by SERVPERF scale, and the analyzed variables were condensed into five factors by factor analysis. Subsequently, these factors had their influence on consumer satisfaction analyzed by multiple regression. It was found that the dimensions of service quality that most influenced customer satisfaction were: knowledge, documentation, assistance, presentation and tangibles. With the results obtained in this research, the aim was to contribute to the academic literature, for the development of the sector and the strategic marketing management of pest control firms