Roberto Gilioli Rotondaro

Defining the customer’s expectations in e‐business

E‐commerce has recently generated, at a very fast rate, a lot of new techniques trying to win customers and make money. The success of these techniques can only be real if the customer recognizes them and, most important of all, starts buying from you. This paper deals with discovering an e‐commerce user’s expectations that make them qualify and choose an e‐business supplier. To accomplish this, we use the “critical incident technique”. This method results in a hierarchical relationship between critical incidents, satisfaction items and customer’s needs, that are related to quality dimensions. The quality dimensions obtained changed in relation to the traditional service quality dimensions, showing that after a period of experience, the customer starts to establish his/her quality standards and take decisions based on these standards. Both the surviving and the successful companies are those which will learn to identify, understand and satisfy these needs.

Mensuração da qualidade de serviços: um estudo de caso na indústria de serviços bancários

A industria de servicos experimentou notavel crescimento nas ultimas duas decadas. As organizacoes de servicos cresceram em tamanho e complexidade. Este artigo analisa a aplicacao de indicadores de desempenho da qualidade na industria de servicos bancarios. O metodo de pesquisa adotado e o hipotetico-dedutivo, aplicado por meio de um estudo de caso, em que os dados obtidos na pesquisa de campo passaram por rigorosa analise estatistica para comprovacao dos resultados. A organizacao estudada, um banco comercial, desenvolveu um modelo integrado de indicadores de desempenho da qualidade, tornando-o seu principal instrumento de gestao de qualidade. A conclusao da pesquisa revela que o desenvolvimento e a implementacao de um modelo estruturado de indicadores do desempenho da qualidade contribui para o aperfeicoamento desta, proporcionando foco para o investimento de recursos nas organizacoes de servicos.

Gestão da qualidade em serviços de TI: em busca de competitividade

The objective of this article is to analyze the corporate Information Technology (IT) services management in companies where this function is strategic and fundamental for business competitiveness and also to understand the challenge of improving services qualitys perception of the business managers, which are the internal IT customers. An exploratory research with IT customers, represented by the business managers, was carried out based on the technique of critical incidents, aiming the determination of the most important dimensions considered in service quality evaluation process. The results showed the importance of a correct evaluation of the service customers specific necessities, supporting a more secure conduction in strategic decisions on the business development.

SFMEA: análise do efeito e modo da falha em serviços - aplicando técnicas de prevenção na melhoria de serviços

De acordo com a definicao de servicos, uma das caracteristicas e a proximidade com o cliente durante o processo de elaboracao e entrega do servico, por isso, se alguma coisa der errada, isto acontecera na sua frente. Este artigo mostra como, a partir dos conceitos da tecnica FMEA, e desenvolvida uma ferramenta de prevencao, a SFMEA, que e adequada para prevenir a ocorrencia de falhas durante a producao dos servicos, de modo que estes sempre atendam as expectativas dos clientes. Um grupo de pessoas envolvidas com a tarefa desenha o fluxo do servico identificando os momentos da verdade, aqueles momentos em que o cliente entra em contato com a organizacao prestadora do servico. Estes pontos serao a base para a aplicacao da tecnica de SFMEA, de modo a eliminar a possibilidade de falhas durante a entrega do servico. Sao apresentados dois exemplos de aplicacao da ferramenta, de modo a comprovar a sua eficacia.

Product-service systems em laboratório de análises clínicas: um estudo de caso

Increasingly, companies offer complete solutions, which include products and services, to its customers. This change in organizations’ portfolios has been occurring for a number of reasons: strategic issues, customer demands, or even low environmental impact trends. This paper aims to add the customer´s perspective on such a scenario through a case study in the laboratories of one of the major Latin American public hospitals. The acquisition of clinical analysis equipment was investigated; the results show an evolutionary trajectory of PSS implementation during the last decades. As a customer, this laboratory went through three phases of evolution: first, as equipment buyer; second, when equipment was no longer laboratory property, changing to leasing contracts; and third, a new method of purchasing, called the PSS solution. In this third phase, the laboratory observed important advantages related to product use and internal demands. The changes in the purchase process brought important gains to the laboratory, such as a secure operating system, risks shared with the solution provider, and specialized technical support.