Banca de QUALIFICAÇÃO: CLEDISON SANTOS SILVA

DISSONANCE BETWEEN EXPECTATIONS AND PERCEPTIONS OF HEALTH SERVICES

 CONSUMER'S: WOULD THERE BE BEHAVIORAL HEURISTICS INFLUENCE?

Consumer; Quality; Behavioral Aspects

This work aims to investigate the presence of heuristics related to the quality perception of consumers of public health services when the SERVQUAL tool is applied to them. The methodological procedure to be adopted for this study is the conventional survey, which will involve the administration of questionnaires to gather data on the expectations and perceptions of quality of these consumers regarding the use of public health services. The data collection instrument was based on Parasuraman, Zeithaml, and Berry (1988) when applying the SERVQUAL tool, which involves an analysis of customer expectations conflicting with their perception in the consumption of public services, through the adaptation of scenarios and heuristics. These scenarios were created with the aim of identifying whether the expectations of these consumers fully reflect their opinion or are biased. Thus, we hope to contribute with evidence that assists in the management of service quality in the public sector, taking into account the aspects of behavioral sciences when measuring the satisfaction of these consumers. Additionally, it is also expected that this study professionally guides the development of procedures that consider behavioral aspects in the evaluation of quality to optimize results and perceptions regarding quality.