Analisando o impacto da visibilidade sobre a percepção de qualidade no processo de prestação de serviços na região do Seridó: estudo de caso utilizando a escala SERVQUAL

Abstract

Service quality plays a crucial role in shaping customer perception and strengthening brand positioning in the market. This study aimed to analyze the impact of visibility on the perceived quality of service delivery at a digital marketing agency located in the Seridó region of Brazil. The SERVQUAL scale was applied to three client companies of the agency, evaluating the five dimensions of quality: tangibility, reliability, responsiveness, assurance, and empathy. The research followed a quantitative approach, structured through two questionnaires one assessing expectations and the other evaluating perceptions after service execution. The data collected allowed the identification of gaps between the idealized and perceived service, highlighting varied interpretations of quality influenced by each company’s level of engagement in the process. The tangibility dimension showed a positive performance, while reliability and responsiveness revealed the most significant negative gaps, mainly related to deadline compliance, formal communication, and strategic monitoring. The final analysis indicated that visibility directly influences customer perception, but when excessive or absent, it can lead to evaluative distortions. Visibility is most effective when balanced with active listening, process clarity, and personalized service delivery.