QUALITY IN CUSTOMER SERVICE: A COMPETITIVE ADVANTAGE

Abstract

This article sought to analyze the factors that influence the quality of customer service in medium and large supermarkets. Specifically, it aimed to evaluate customers’ perceptions of the service provided, identify organizational practices related to service delivery, and verify the relationship between perceived quality and competitive advantage. This is a descriptive field study with a quantitative approach, conducted with customers from five supermarkets located in the municipalities of Cajazeiras and Cachoeira dos Índios, in Paraíba, and Ipaumirim, Barro, and Lavras da Mangabeira, in Ceará, Brazil. The selection of companies considered accessibility and the possibility of comparing different local contexts. Data were collected through a structured questionnaire applied to customers, addressing aspects related to service quality and satisfaction. The results showed that service quality is perceived as a relevant competitive differentiator, directly associated with customer satisfaction and loyalty. It is concluded that investing in service quality improvement strategies contributes to strengthening institutional image and consolidating organizations in increasingly demanding markets.