Qualidade em serviços em salões de beleza de Naviraí- MS

Abstract

This study aims to identify the quality expected and perceived by clients in the provision of services offered by beauty salons in the city of Naviraí-MS. To this end, a quantitative and descriptive survey was conducted with 22 female clients using a structured questionnaire. The SERVQUAL scale was used to analyze expectation versus perception. The results indicate that, although the clients' perception is close to expectations, there are significant gaps in some dimensions, especially in the client-employee relationship and in aspects of service standardization. From a management point of view, it is important that beauty salons establish service protocols, ensuring punctuality and transparency in the description of services and, finally, it is important to guarantee the quality of the infrastructure. Keywords: Service quality; Beauty salon; SERVQUAL; Naviraí-MS.