Caracterizações das dimensões Servqual: uma análise da empresa Amazon no Brasil.

Abstract

Opportunities to gain competitive advantages related to quality in the service delivery process are becoming increasingly evident. The Service Quality Gap Analysis Scale (Servqual), where "serv" comes from "services" and "qual" from "quality," addresses satisfaction gaps through the gap model and remains one of the main frameworks used to assess consumers’ perceptions regarding service and quality. In this context, this study aimed to analyze the characteristics of the five dimensions of the Servqual model (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) from the perspective of Amazon consumers, considering the company as an e-commerce service platform in Brazil. The article is a case study on Amazon. Data collection was based on secondary sources, using the Servqual dimensions as categories of analysis, through Amazon's interaction channels in Brazil. As a time frame, the analysis focused on consumer comments posted between April 2023 and April 2024. The results showed that Amazon Brazil stands out in all five dimensions, with strengths in reliability, assurance, and empathy. The dimensions of tangibility and responsiveness require improvement. Investing in virtual/augmented reality technologies and more immersive product, mapping, and navigation experiences, as well as seeking faster consumer interaction, are areas that deserve attention.