Quality of service as a factor of attraction, retention and customer loyalty, a study in alpino pastry and ice cream (2021 to june 2023)

Abstract

This study addresses the importance of quality service in companies, focusing on the pastry and ice cream area. The general objective is to analyze the contribution of quality of service in attracting, retaining and building customer loyalty at Pastelaria e Gelados Alpino from January to Juny 2023, from January to June. To achieve the proposed objectives, a questionnaire was conducted with Pastelaria e Gelados Alpino customers, and an interview was carried out with the company owner. The data were collected during the period under analysis and were analyzed qualitatively. Based on the data collected, it was concluded that the quality of service at Pastelaria e Gelados Alpino has a significant influence on customers' decisions to recommend the pastry shop to other customers, return to the establishment as well as becoming loyal customers. The majority of customers evaluated the service positively, classifying the quality of service provided by the company under study as excellent or good. However, the need for improvements was identified, as a portion of customers considered the service to be regular. Aspects highlighted by customers include the importance of waiting time, staff availability and responsiveness to complaints. Based on the results and conclusions, it is recommended that Pastelaria e Gelados Alpino invest in continuous training of employees, reduce waiting time, increase the availability of employees to answer customer questions, improve the ability to respond to complaints and innovate the menu. These recommendations aim to improve the quality of service and strengthen customer attraction, retention and loyalty.