2024-03-062024-03-062023-02-01CAMPOS, Aila Kamille Rodrigues; COSTA, Vanusa Gomes da. Avaliação e proposta de melhoria na qualidade dos serviços de uma empresa de fotografia aplicando SERVQUAL e MASP e no Método de Análise e Solução de Problemas (MASP). 2023. Trabalho de Conclusão de Curso (Bacharelado em Engenharia de Produção) – Universidade do Estado do Pará, Belém, 2023.https://bibliotecadigitaldetcc.uepa.br/handle/riuepa/446The role of the third sector and of Micro and Small Enterprises (MSEs) in the development of emerging economies has been increasingly evidenced both by the creation of jobs and by the ability to improve people's quality of life. Despite this, MSEs have difficulties measuring and controlling the quality of their services and, in this sense, the present study aims to analyze and propose improvements in the quality of photo essay services provided by a photography company. Thus, this work was developed through a field study that applied the SERVQUAL scale and the planning steps of the Analysis and Problem Solving Method (MASP). In the identification stage, SERVQUAL was applied and the main opportunity found was related to agility in customer service. Then, in the observation stage, the service blueprint was used to visualize the service process, followed by graphs of mean and standard deviation that showed high variability and instability in the service process, pointing to opportunities for improvement. Then, in the analysis, the Ishikawa diagram was applied to map three possible motivations for customer dissatisfaction. After that, the 5 whys tool was used to find the most likely causes for the lack of agility in the service: low remuneration, lack of division of the professional's personal whatsapp and lack of mechanism that limits the service hours. Finally, for the action plan, it was proposed to create whatsapp Business for the company, add settings for opening hours and labeling for customers, as well as hiring an attendant with a salary increased by 40%. Such proposals are in the order of prioritization found from the application of the matrix Cost, Effort and Benefit (CEB). Therefore, it is expected that from the application of the suggested actions and other MASP steps, the customer service process become more agile and customers become more satisfied with the service. Furthermore, the present study is of great relevance with regard to the survival and quality of services of MSEs since it presents a method capable of measuring, analyzing and controlling the customer expectations regarding the performance of the services provided, especially in the field of photography, whose literature is still scarce.Língua PortuguesaAbertoMétodo de Análise e Solução de Problemas (MASP)Qualidade em serviçoSERVQUALAnalysis and Problem Solving Method (MASP)Quality serviTrabalho de Conclusão de Curso (TCC)