Qualidade em Serviços e Dispositivos Móveis: Uma Análise a Partir da Aplicação do Modelo Servqual / Quality in Services and Mobile Devices: An Analysis From Application of Servqual Model
Resumen
O objetivo deste estudo é analisar a qualidade dos serviços prestados por meio de aplicativos desenvolvidos para plataforma móvel no setor de transporte urbano particular de passageiros. Foi utilizada a escala SERVQUAL como ferramenta de mensuração adaptada para o contexto de pesquisa, devidamente validada e aplicada por meio de questionário da plataforma Google Docs, em escala Likert de sete pontos. Com os resultados, evidenciaram-se as expectativas e percepções dos consumidores em relação aos serviços de transporte particular ofertados por intermédio destes aplicativos móveis, onde a comparação entre aquilo que é esperado e o que é efetivamente experimentado pelo consumidor é considerado mais crítico e, quanto maior for esse distanciamento, mais negativa é a percepção do usuário, necessitando, assim, uma maior prioridade de melhoria. Nesta pesquisa, as maiores diferenças estão nas dimensões que apresentaram maiores médias no módulo de expectativas referentes à confiabilidade, atendimento e segurança.
Palavras-chave: Qualidade em Serviços. Dispositivos Móveis. Servqual.
ABSTRACT
This study aims to analyze the quality of services provided through applications developed for mobile platform in the private urban passenger transportation sector. The SERVQUAL scale was used as a measurement tool adapted to the research context, duly validated and applied through a Google Docs platform questionnaire on a seven-point Likert scale. The results evidenced consumers' expectations and perceptions regarding the private transport services offered through these mobile applications, where the comparison between what is expected and what is actually experienced by the consumer is considered more critical, and the greater This distancing, more negative is the perception of the user, thus requiring a higher priority of improvement. In this research, the largest gaps are in the dimensions that presented higher averages in the module of expectations regarding reliability, service and safety.
Keywords: Quality in Services. Mobile Devices. Servqual.
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Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006). A review of mobile marketing research. International Journal of Mobile Marketing, 1(1), 30-40.
Mennecke, B., & Strader, T. (2001). Where in the world on the Web does location matter? A framework for location based services in m-commerce. AMCIS 2001 Proceedings, 90.
Miguel, M. C., & Freire, V. F. (2016). Avaliação da Qualidade Orientada ao Usuário do Museu Capixaba do Negro: Aplicação da Abordagem Teórico-Metodológica Servqual em um Espaço Museológico de Vitória-ES. Revista Guará, 1(5).
Mondo, T. S., & Fiates, G. G. S. (2015). Qualidade de Serviços em Atrativos Turísticos: um estudo da percepção dos turistas de Florianópolis-SC-Brasil/Quality of Services in Tourism Attractions: a study of Florianópolis' tourists perceptions-SC-Brazil/Calidad de Servicios en Atractivos Turísticos: un estudio de la percepción de los turistas de Florianópolis-SC-Brasil. Revista Turismo em Análise, 26(1), 112.
Mort, G. S., & Drennan, J. (2005). Marketing m-services: Establishing a usage benefit typology related to mobile user characteristics. Journal of Database Marketing & Customer Strategy Management, 12(4), 327-341.
Nogueira, T. G. (2010). Avaliação da qualidade na prestação de serviços em uma instituição de ensino superior: um estudo sobre os serviços complementares através do uso da escala SERVQUAL.
Okazaki, S., & Mendez, F. (2013). Perceived ubiquity in mobile services. Journal of Interactive Marketing, 27(2), 98-111.
Öztaş, Y. B. B. (2015). The increasing importance of mobile marketing in the light of the improvement of mobile phones, confronted problems encountered in practice, solution offers and expectations. Procedia-Social and Behavioral Sciences, 195, 1066-1073.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready?. Marketing Intelligence & Planning, 30(4), 418-443.
PACETE, L. G (2017). Consumidores punem a Uber por mau atendimento. Revista Meio & Mensagem, http://www.meioemensagem.com.br/home/marketing/2017/01/26/consumidores-punem-a-uber-por-atendimento.html.
Pousttchi, K., & Wiedemann, D. G. (2007, July). Success factors in mobile viral marketing: A multi-case study approach. In Management of Mobile Business, 2007. ICMB 2007. International Conference on the (pp. 34-34). IEEE.
Roach, G. (2009). Consumer perceptions of mobile phone marketing: a direct marketing innovation. Direct marketing: an international journal, 3(2), 124-138.
Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic commerce research and applications, 4(2), 159-173.
Tan, G. W. H., Ooi, K. B., Chong, S. C., & Hew, T. S. (2014). NFC mobile credit card: the next frontier of mobile payment?. Telematics and Informatics, 31(2), 292-307.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10.
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.
Varnali, K., Toker, A., & Yilmaz, C. (2011). Mobile marketing: Fundamentals and strategy. McGraw-Hill.
DOI: http://dx.doi.org/10.12819/2017.14.4.2
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