Precificação na prestação de serviços: um estudo de caso em empresa do setor de locação para construção civil

Abstract

The present study aimed to analyze the factors that influence the pricing of services in the construction equipment rental sector, systematically considering the variation in prices according to the characteristics of the equipment. The methodology adopted consisted of an case study, with the purpose of analyzing the pricing practices adopted for different client profiles, construction companies, retail, and wholesale, using cost spreadsheets and adapted pricing tables. Additionally, interviews were conducted with managers and clients to capture perceptions regarding the service experience, decision-making criteria, and price sensitivity. The triangulation of financial data and qualitative accounts strengthened the analysis of impacts and the validation of findings. The results indicate that adopting a more flexible, market-oriented pricing system significantly contributes to the company’s competitiveness and profitability. Greater alignment was observed between the prices charged and the specificities of each customer segment, resulting in improved financial efficiency, customer loyalty, and perceived value. The research provides valuable insights for industry managers, demonstrating that decisions based on market analysis and customer profiles can lead to more sustainable results and strategies better aligned with business demands.