Factors most valued by consumers when choosing a company that provides funeral services from the perspective of the 7p's of marketing

Funeral companies are responsible for the entire farewell process for loved ones, using techniques and concepts to make the customer experience less painful. The developments in this segment also offer life assistance plans (discounts on medical and dental appointments, pharmacies, etc.) known as Pax. This work aims to identify which factors are important, within the perspective of 7ps marketing services, for customers, at the time of contracting services. The methodology used was quantitative. We collected data through a structured questionnaire. The most valued factors are physical evidence, highlighting the cleanliness of the environment and a pleasant environment, people, in the sense of kindness and education of employees.