It is a research about Quality Service with an extend product concept as a factor that gives competitive difference. The subject is justified presenting the service importance in social and economic aspects, business trends, and also Brazilian reality characteristics.
The review of bibliography is intensive for the development and reports on products, services, total product from Levitt, clients, necessities, quality in services and total quality management. Seeks to systemize these concepts from various authors. Puts on objectives principally directed for the amplitude identification of total service concept, for the service production and for total quality service models focused on operations management. The methodology for these results includes established concepts analysis and quality driven market research.
Observes that many frameworks for services are adapted from product quality experience and not from systematic research into factors critical to service quality. Concludes that actually the competition in Brazilian market is based on product quality and providers are not attended with the quality beyond factory. Quality is made in a chain of operations where service takes its real role in competitiveness. It means a 'plus' for any product acceptable.
Proposes that the key question is to work with customers inquires to avail
interactions and strategic opportunities at all levels of total product life
cycle. In this way, states the quality dimensions for total product perception
using the market research realized. Points out that there are advantages
to providers and customers with a framework for service included in the product
offer. Services are defined as all operations that add value to the product,
inside and outside the organization - the Total Service. Posits that as a
result of quality of Total Service, the companies can expect the entire product
planning and delivery process to be geared consistently to the needs and
satisfaction of customers.