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DISFUNÇÃO COMPETITIVA: ANÁLISE DO NÍVEL DAS LACUNAS (GAPS), PELO MODELO SERVQUAL, EM FARMÁCIAS DE MANIPULAÇÃO EM MUNICÍPIOS DO ESTADO DE SÃO PAULO.

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Author(s): Rubens Cukier | Manuel Antonio Meireles da Costa

Journal: Revista Científica Hermes
ISSN 2175-0556

Volume: 08;
Date: 2013;
Original page

Keywords: Competitiveness | Competitive Advantage | Quality of Services | SERVQUAL | Compounding Pharmacies

ABSTRACT
This research aimed to investigate the application of SERVQUAL model, the level of gaps inthe services offered by compounding pharmacies in the cities of São Paulo state. We haveworked with a sample of 306 respondents comprised of owners, pharmacists responsible andclients related to fifteen from compounding pharmacies located in Campo Limpo Paulista,Jundiaí, Valinhos and Vinhedo. This work sought to assess the extent of gaps relating tocompetitive dysfunction, strategic dysfunction and operational dysfunction, to determinewhich disorders are significant, and what are the results of service provided in relation tocompetitive factors valued by customers. This research has dealt with qualitative andquantitative data, the data collection instrument was a questionnaire validated model asSERVQUAL, published by Parasuraman et al. (1988), aimed at measuring the quality ofservice, consisting of five dimensions: tangibility, reliability, responsiveness, assurance andempathy. The techniques of statistical analysis of nature were expressed in software BioEstatV.05. The results showed that there is a strong adherence of the samples and that thedimension of quality that stood out was the reliability and regarding dysfunctions surveyedindicate a perfect interaction between agents and that there is significant competitivedysfunction.
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