Padrão de atendimento como diferencial de satisfação do cliente: o caso de uma loja de varejo de moda feminina

Abstract

Having a differentiated and quality service is currently one of customer satisfaction requirements and their consequent loyalty that generates increased revenue and profits in a business. This paper describes the process of improving service in five women's fashion retail stores Florinda brand through the implementation of an elaborate service standard according to specific methodology presented in this work, along with the benefits generated by the same for the brand. It is performed through the case study of the change project implemented for Araujo and Brilliant company, specifically for Florinda company brand. Araújo and Bright is an Industry and Garment Trade Center located in the district of Pacajus / EC. The points of sale in this case study are located in malls Aldeota, Iguatemi, North Shopping and Via South, beyond the concept store brand, located in the neighborhood Meireles. All located in Fortaleza. In January 2014, the company's directors felt the need to professionalize the service points of sale, believing that the current no longer suited to the brand target audience and that would be a competitive advantage in local retail. Therefore, the Director of Production and Chief Financial Officer, both business owners partners, sought an organizational consulting work. From this need, it was developed in the aforementioned sales points a change project in customer service through its standardization, and then was analyzed the facilitators, barriers, improvement suggestions and general perception of managers about this whole change process. Since May 2015, when it ended the consulting service, the brand stores are perceived by cearense market and by customers as superior customer service and quality establishments as will be shown throughout the work.