Bernardo

QUALITY MANAGEMENT AT WORTEN WORTEN RIOSUL COMPARED TO WORTEN COLOMBO (PORTUGAL)

Felipa Lopes Dos Reis¹; Bernardo¹; Afonso¹; Rui Castaneira¹

This research sets out to explore and compare how quality management is perceived and implemented in two Worten retail locations — specifically, the store in Rio Sul and the store in Colombo. The main goal is to analyze the sales sector through the eyes of the customer, particularly focusing on how feedback provided by consumers can influence the adaptation or improvement of a particular quality dimension within these environments. To carry out this comparative analysis effectively, the research adopts a methodology based on the SERVQUAL model — a widely recognized tool in the domain of quality management. This model facilitates the evaluation of service quality by examining the gap between customers' expectations and their actual perceptions of the service received. By working through this gap, researchers can understand not only how well a service is being delivered but also how closely it aligns with what customers value. The SERVQUAL framework comprises five main dimensions that provide a comprehensive view of service quality: tangibility (which relates to the physical appearance of facilities, equipment, and staff), reliability (referring to the ability to perform the promised service accurately and dependably), responsiveness (which captures how willing and prompt employees are in providing service), assurance (the knowledge and courtesy of staff, as well as their ability to instill trust), and empathy (the extent to which personalized attention and care are offered to customers). A structured questionnaire, grounded in these five dimensions, was designed and distributed to customers at both Worten stores. The responses gathered from this questionnaire form the empirical base of the study and are analyzed to identify strengths and weaknesses in service quality at both locations. By interpreting these data, the research aims to offer a detailed and data-informed comparison, shedding light on how service quality is experienced differently in two branches of the same retail chain. Ultimately, this study seeks not only to assess the current state of service quality management at the Rio Sul and Colombo Worten stores but also to identify actionable recommendations that could enhance customer satisfaction. The research contributes valuable insights for management teams looking to refine their approach and tailor their services more effectively to customer expectations, particularly in a highly competitive and dynamic retail sector.