| Summary: | For companies to be able to succeed in sales, it is necessary to provide quality services, and to achieve that it is extremely important to meet the expectations of its consumers. The SERVQUAL tool allows for the analysis of what the customer expects of a certain type of service and what, in fact, the company
is offering to him. In this regard, the objective of the present work is to perform a quality analysis in a retail company and compare it with the perceptions of clients from a benchmark company. For
this, through a case study, 60 questionnaires were submitted to two companies operating in the same market segment. The results obtained were: i) the SERVQUAL tool is not widely used in the market segment in which the companies operate; ii) the strength of the Company 1 is the Empathy dimension and the strength of the Benchmark Company is its Responsiveness; iii) both companies present opportunities for improvement in the Tangible dimension (physical facilities); iv) despite the Benchmark
Company getting, in general, better results, there are areas where Company 1 is more developed, such as, individualized attention.
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