Case study on perceived quality of a coastline bar from Aracaju-SE by its frequenters

Abstract

The increasing importance of services sector in the economic and the need for attract customers to ensure survival in the market, require the identification of criteria according to which customers evaluate service excellence. Therewith, this study fits in the customer psychology area and intend to identify how consumers of a particular bar in seafront  of Aracaju-SE realize the quality of the enterprise. It was a survey, cross sectional,  with convenience samples of 60 consumers of the establishment, in 2011, who were asked to fill out an electronic questionnaire after the experience in that bar. The results indicate that the attribute Products contributes more in the positive evaluation of a bar than attributes Infrastructure and Services. The indicators that collaborate in the positive evaluation of a bar are: Varied menu, beverage, variety of snacks, account closed properly, tasty food. The five indicators mentioned are present in a bar studied significant percentage of the sample. The items that most undermine the positive evaluation of a bar are: fragile chairs; Delay in delivery of the request; Loud sound; tables insufficient; busy waiters. It wasn’t mentioned the existence in the bar studied, of the items cited as detractors of the quality of bars in general, a fact that contributes to the positive evaluation of the property investigated. About Recommendability of the bar to another person, it  has a good rating (M=7,56; DP=1,56), on a scale of 0 to 10. Subsequent research can assess not only the consumer experience as well as expectations.