COMPETITIVE DYSFUNCTION: ANALYSIS THE LEVEL OF THE GAPS, THE SERVQUAL MODEL IN COMPOUNDING PHARMACIES THE MUNICIPALITIES OF SAO PAULO STATE

This research aimed to investigate the application of SERVQUAL model, the level of gaps in the services offered by compounding pharmacies in the cities of Sao Paulo state. We have worked with a sample of 306 respondents comprised of owners, pharmacists responsible and clients related to fifteen from compounding pharmacies located in Campo Limpo Paulista, Jundiai, Valinhos and Vinhedo. This work sought to assess the extent of gaps relating to competitive dysfunction, strategic dysfunction and operational dysfunction, to determine which disorders are significant, and what are the results of service provided in relation to competitive factors valued by customers. This research has dealt with qualitative and quantitative data, the data collection instrument was a questionnaire validated model as SERVQUAL, published by Parasuraman et al. (1988), aimed at measuring the quality of service, consisting of five dimensions: tangibility, reliability, responsiveness, assurance and empathy. The techniques of statistical analysis of nature were expressed in software BioEstat V.05. The results showed that there is a strong adherence of the samples and that the dimension of quality that stood out was the reliability and regarding dysfunctions surveyed indicate a perfect interaction between agents and that there is significant competitive dysfunction.