Perceived quality of services by a communications agency and customer satisfaction: An exploratory study

Abstract

This article presents an exploratory research developed in an Advertising Agency. The study is guided to enlarge the understanding around customer satisfaction respecting rendering services. A survey about customers' perception was carried out based on individual interviews aimed at verifying the main attributes of service in terms of its perceived quality and customer satisfaction. Subsequently, major opportunities to the company process of qualifying its services were identified, unrolling such opportunities into possible actions.