Abordagem de tratamento e análise de dados de avaliação da qualidade de serviços utilizando a escala SERVQUAL e mapas auto-organizáveis Kohonen (Som)

Abstract

In the current scenario of economic hardship, many companies have turned to consumer information in order to optimize the use of resources for the continuous improvement of their services. Increasingly these organizations seek to know the wants and needs of their customers, as well as how the overall quality of their services can be measured and influenced. The overall objective of this work is to provide managers with a data treatment approach from user service quality assessments. At this point, this work finds its importance and relevance when studying consumer satisfaction and offer a means of quality analysis from the SERVQUAL scale and the grouping of data using Kohonen's self-organizing maps. Thus, this study offers answers to questions common to several managers, segmenting and describing groups of users according to their answers to expectations and perception of the quality of a service. For this, the research collected 824 electronic questionnaires with data from user quality evaluations of the Zila Mamede Central Library, at the Federal University of Rio Grande do Norte, analyzing them under the light of data mining tools such as classification, association, grouping and data summarization. Four groups of respondents, identified as "Improvement", "Urgent Action", "Adequate" and "Excess", were obtained through the crossing of Kohonen maps related to users' perceptions and importance. Finally, this research gave the managers of the unit evaluated a study of the responses to the questionnaire and a data treatment approach to analyze the quality of the services offered, and also revealed interesting suggestions for future research.