Quality in Services: Analysing the Perception of Wholesale Customers

Quality is important in all areas of the economy, but in the service sector it occupies a more prominent and very specific place, since before the consumer perceives the product, the service provided by the organisation is the first impression the customer will have. The general aim of this study was to assess customers’ perceptions of the quality of the services provided by the Rota do Mar (head office) and Moda Center shops in Santa Cruz do Capibaribe - PE. In order to achieve the proposed objective, the methodology used was descriptive, explanatory, applied, bibliographical, case study and field research. The instrument used was a survey containing one (1) open and easy-to-understand question, which allowed a sample of eighty-one (81) wholesale customers to express their opinions on what could be done to improve the quality of the services provided by Rota do Mar.