Marketing no setor público: um estudo sobre a qualidade dos serviços no cartório eleitoral de São Roque

Abstract

Marketing concepts and methods are gaining ground in public organizations because of the potential for significant contributions in the management of public services. The objective of this study is to identify the factors that affect the quality of service provided in the São Roque electoral registry. This research is qualitative and quantitative of the survey type through the application of a questionnaire SERVPERF, containing 48 questions, with the voters attended by the São Roque electoral registry. In order to capture the real quality of the service perceived by the voter, the instrument considers the combination of the five dimensions in the twenty-two items of the SERVQUAL scale through the five-point Likert interval scale ranging from “totally agree” to “ totally disagree “. A total of 287 valid responses were collected. The results confirm that voter confidence is strongly influenced by perceived quality of services, voter dissatisfaction strongly influences negative word of mouth communication, lack of voter confidence strongly influences negative word of mouth and voter confidence strongly influences positive word of mouth communication