Atributos críticos de satisfação em serviços de arquitetura: visão do cliente × visão do arquiteto
Critical satisfaction attributes in architectural services: comparison of clients’ and architects’ points of view
Almada, Isabela Winter; Tontini, Gérson
http://dx.doi.org/10.1590/S0103-65132012005000008
Prod, vol.22, n2, p.213-224, 2012
Resumo
O presente trabalho tem por objetivo identificar se a percepção sobre os atributos necessários para a satisfação do cliente em projetos residenciais (construção ou reformas) são os mesmos entre clientes e arquitetos. Trata-se de uma pesquisa quantitativa exploratória, que emprega questionários estruturados não disfarçados como instrumento de coleta de dados. Os 15 atributos pesquisados foram definidos por meio da literatura. A coleta de dados foi realizada com 100 clientes pessoas físicas e 30 profissionais. Os resultados da pesquisa indicam que os clientes esperam que o arquiteto resolva o seu problema e consiga entender as suas necessidades, sem necessidade de alterações ou muitas interações com o cliente. Na visão dos clientes, o serviço a ser prestado pelos arquitetos é um serviço técnico. Já os arquitetos percebem que o serviço deve ser construído em conjunto com o cliente e que seu serviço está mais concentrado na criação, no design. Como conclusão, levando em conta a visão dos clientes, o escritório de arquitetura que quiser ter um diferencial competitivo deve entender que seu serviço engloba desde a criação até a entrega da obra, com garantia dos serviços prestados. Deve entender também que o cliente pressupõe que o arquiteto deve saber de suas necessidades e que o atendimento ao cronograma e orçamento iniciais são atributos atrativos.
Palavras-chave
Qualidade em serviços. Satisfação do cliente. Qualidade em serviço de arquitetura.
Abstract
The purpose of the present work was to identify the perception of clients and architects on critical attributes of customers’ satisfaction in services of home architecture. It is an exploratory and quantitative research which uses questionnaires to collect data. The 15 researched attributes were identified based on literature review. One hundred clients and thirty architects were interviewed. Results indicate that clients expect architects solve their problems from the design to the construction phases, and that they should understand customers needs without further changes and customers’ interaction during the service process. In the clients’ view, the service provided by the architects is technical. The architects believe their service should be carried out in close connection with clients and that the service is centered in the creation and design phases. As a conclusion, considering the clients view, the architects who want to have a competitive differential in the market should understand that their service has a wider scope, going from the creation until the handing in of construction, with guarantee of the services. Architects also must understand that clients suppose their needs are understood and that meeting the initial schedule and budget are attractive attributes.
Keywords
Service quality. Customer satisfaction. Architectural services. Project quality.
References
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TORBICA, Z. M.; STROH, R. C. An Assessment Model for Quality Performance Control in Residential Construction. Journal of Construction Education, v. 4, n. 3, p. 332-340, 1999.
TORBICA, Z. M.; STROH, R. C. HOMBSAT - An Instrument for Measuring Home Buyer Satisfaction. Quality Management Journal, v. 7, n. 4, p. 32-44, 2000.
WINTERS, P. M. What owners want from architects - and how to ensure that expectations are met. Journal of Facilities Management, v. 2, n. 3, pp 276-284, 2003. http://dx.doi.org/10.1108/14725960410808258
BERRY, L. L.; PARASURAMAN, A. Serviços de marketing: competindo através da qualidade. Tradução de Beatriz Sidou. São Paulo: Maltese-Norma, 1992. 238 p.
CHENG, J.; PROVERBS D.; ODUOZA, C. The satisfaction levels of UK construction clients based on the performance of consultants. Engineering, Construction and Architectural Management, v. 13, n. 6, 2006. http://dx.doi.org/10.1108/09699980610712373
FAULKNER, A. J.; HUDSON, J.; BARRETT, P. S. Achieving exemplary quality in the construction professions. Structural Survey, v. 18, n. 4, p. 155-162, 2000. http://dx.doi.org/10.1108/02630800010341480
FORSYTHE, P. Modelling customer perceived service quality in housing construction. Engineering Construction and Architectural Management, v. 15, n. 5, p. 485-496, 2008. http://dx.doi.org/10.1108/09699980810902767
GIANESI, I. N.; CORRÊA, H. L. Administração estratégica de serviços: operações para a satisfação do cliente. São Paulo: Atlas, 1996.
GIL, A. C. Métodos e técnicas de pesquisa social. 5. ed. São Paulo: Atlas, 2007. 208 p.
HOLLANDER, M.; WOLFE, D. A. Nonparametric Statistical Methods. 2. ed. Ney York: John Wiley, 1999.
HUISKONEN, J.; PIRTTILÄ, T. Sharpening logistics customer service strategy planning by applying Kano's quality element classification. International Journal on Economics, Linköping, v. 56-57, p. 253-260, 1998.
INSTITUTO NACIONAL DE ESTUDOS E PESQUISAS EDUCACIONAIS - INEP. Censo da Educação Superior, 2001. INEP, 2001.
INSTITUTO NACIONAL DE ESTUDOS E PESQUISAS EDUCACIONAIS - INEP. Censo da Educação Superior, 2007. INEP, 2007.
KÄRNÄ, S. Analyzing customer satisfaction and quality in construction - the case of public and private customers. Nordic Journal of Surveying and Real Estate Research, Special Series, v. 2, p. 67-80, 2004.
KANO N. et al. Attractive quality vs must be quality. Journal of the Japanese Society for Quality Control, v. 14, n. 2, p. 39-48, 1984.
MARTILLA, J. A.; JAMES, J. C. Importance-performance analysis. Journal of Marketing, n. 9, p. 41-77, 1977.
MATZLER, K. et al. How to delight your customers. Journal of Product & Brand Management, v. 2, p. 6-17, 1996. http://dx.doi.org/10.1108/10610429610119469
MELHADO, S. B. et al. Implementação da gestão da qualidade em empresas de projeto. Ambiente Construído, v. 3., n. 1, p. 55-67, 2003.
MORGAN, R. E.; FOREMAN, S. K.; POH,T. C. C. Assessing the Status of marketing in Architectural Service Firms. Management Decision, West Yorkshire, v. 32, n. .4, p. 36-42, 1994.
MUNTING, P.; CRUYWAGEN, H. Quality management in South African architectural practices. Building and Environment, v. 43, n. 4, p. 444-452, 2008. http://dx.doi.org/10.1016/j.buildenv.2006.09.001
OTHMANN, A. A. E.; HASSAN, T. M.; PASQUIRE, C. L. Analysis of factors that drive brief development in construction. Engeneering, Construction and Architectural Management, v. 12, n. 1, p. 69-87, 2005. http://dx.doi.org/10.1108/09699980510576907
PARASURAMAN, A.; ZEITHAML, V. A.; BERRY, L. L. A conceptual model of service quality and its implications for future research. Journal of Marketing, v. 49, n. 4, p. 41-50, 1985. http://dx.doi.org/10.2307/1251430
PICCHI, F. A. Sistemas de Qualidade: uso em empresas de construção de edifícios. 1993. Tese (Doutorado)-Escola Politécnica da Universidade de São Paulo,São Paulo, 1993.
SAUERWEIN, E. Experiences with the Reliability and Validity of the Kano-Method: Comparison to Alternate Forms of Classification of Product Requirements. In: SYMPOSIUM ON QUALITY FUNCTION DEPLOYMENT - QFD, 1999, 11., Michigan. Proceedings... Michigan, 1999 p. 1-14.
SOETANTO, R.; PROVERBS, D. G.; HOLT, G. D. Achieving quality construction projects base don harmonious working relationships. International Journal of Quality & Reliability Management, v. 18, n. 5, 2001. http://dx.doi.org/10.1108/02656710110392836
SYMES, M., ELEY, J., SEIDAL, A. D. Architects and Their Practices: A Changing Profession. London: Butterworths, 1995.
POWELL, C. Responding to marginalisation, Architectural Research Quarterly, v. 2 pp.84-89, 1997.
TONTINI, G.; SANT´ANA, A. J. Identificação de Atributos Críticos de Satisfação em um Serviço Através da Análise Competitiva do Gap de Melhoria. Gestão e Produção, v. 14, p. 43-54, 2007. http://dx.doi.org/10.1590/S0104-530X2007000100005
TONTINI, G.; SILVEIRA, A. Identification of satisfaction attributes using competitive analysis of the improvement gap. International Journal of Operations & Production Management, v. 27, n. 5, 2007. http://dx.doi.org/10.1108/01443570710742375
TORBICA, Z. M.; STROH, R. C. An Assessment Model for Quality Performance Control in Residential Construction. Journal of Construction Education, v. 4, n. 3, p. 332-340, 1999.
TORBICA, Z. M.; STROH, R. C. HOMBSAT - An Instrument for Measuring Home Buyer Satisfaction. Quality Management Journal, v. 7, n. 4, p. 32-44, 2000.
WINTERS, P. M. What owners want from architects - and how to ensure that expectations are met. Journal of Facilities Management, v. 2, n. 3, pp 276-284, 2003. http://dx.doi.org/10.1108/14725960410808258
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