2024-03-072024-03-072023-02-02FRANCO, Gustavo Torres; ARAÚJO, Laila Elian Guimarães de Paula. Avaliação da gestão da qualidade dos processos e da qualidade do serviço por meio da abordagem Disney e Servqual em uma loja de varejo em Belém – PA. 2023. Trabalho de Conclusão de Curso (Bacharelado em Engenharia de Produção) – Universidade do Estado do Pará, Belém, 2023.https://bibliotecadigitaldetcc.uepa.br/handle/riuepa/454Evaluating the quality of services, customer satisfaction and loyalty has become vital for the growth of a company and a great competitive advantage within the market, considering that the service sector is the main representative area in the world PIB. Large world companies are in the tertiary sector of the economy providing services to customers in the most varied branches, among them The Walt Disney Company, one of the largest entertainment and service companies in the world. In this way, the present study aims to evaluate the quality of services in a retail store located in Belém - PA, using SERVQUAL and the Disney approach to evaluate the quality of processes, from the case study method with the application of the SERVQUAL questionnaire and an interview script to verify the quality of the organization's internal processes. The SERVQUAL questionnaire was answered by 60 customers, where 30 customers visited the store at least once in the year 2022, and 30 customers who did not know the company. Customers who frequented the store answered the perception questionnaire while customers who had not visited the store in 2022 or did not know it answered the expectation questionnaire. And then it was possible to arrive at the results of SERVQUAL where the empathy dimension had the largest gap of -0.85 followed by tangibility with -0.53 security and readiness with gaps of -0.4 and the closest to the standard, the dimension reliability with -0.37. Subsequently, interviews were conducted based on the service magic of the Disney approach with the store management, regional supervision and document analysis of the store manuals used by the company. With the results, the cause relationships were performed using the Disney approach and effect using the SERVQUAL method. Finally, a synthesis was carried out that allows a detailed analysis of the combination of the two methods. Where, the dimensions that presented the biggest gaps were analyzed in the interviews, and pointed out the self-service system, as the main responsible for the low grades in all sentences that involved customer service. Through the combination, it was possible to analyze that even though the company is aligned in its speech in some points, customers cannot perceive it.Língua PortuguesaAbertoService qualityDisney approach cycleSERVQUALTrabalho de Conclusão de Curso (TCC)