Métodos de categorização de atributos como instrumentos para melhoria de serviços: uma aplicação à iniciativa contribuinte da cultura

Abstract

This study consists in the application of three market research methodology: The Importance- Performance Matrix and the traditional Kano methods of Attractive Quality and Mandatory and the modified Kano by fuzzy logic. These methods generally are applied to characterize and categorize attributes in order to provide an improvement in such services. As a real referential it was studied the initiative of the extension project Contribuinte da Cultura , managed by Foundation of Institutional Support to the Scientific and Technological Development of the Federal University of São Carlos. The project is an initiative without lucrative ends, focused on the feasibility to carry out cultural events for the public of the São Carlos city and region. In this work the three methods combination is explored as an integrate approach of collection and data analyses, aiming at the biggest information details in the process of decision making. The Matrix Importance-performance, proposed by Martilla and James (1977), relates the importance of each one of the main characteristics associates to a product or service with the performance of each one of them, under consumer point of view. The traditional Kano methods (KANO, 1984) or modified Kano (LEE E HUANG, 2009) provides characteristics categorization in: must-be attributes (which are basics and mandatory in a product/service), unidimentional attributes (that they are those were the satisfaction of the customer is proportional to its level of performance) and attractive attributes (which are considerate the key for the customer satisfactions). The complementary analysis applying Kano method modified for the fuzzy logic was incorporated by presenting results more complete when comparative with the tradition method. The application of the three methods in the research involving 320 participants or not of extension project of Contribuinte da Cultura of the Federal University of São Carlos supplied to subsidies the improvement and magnifying of the target of the project, by means of the attainment of referring information to the perceptions of the characteristics observed for the contributors and not contributing of the extension project. This study showed that the considered methods assist for being used as instruments for the conduction and reinforcement of projects such as the Contribuinte da Cultura . Thus, the research indicated the extension project managers should keep their efforts on the characteristics free events , constant frequency in performing events , discount for contributor in events , uninterrupted electronic publicizing , shows with renowned personalities , shows with capacited artists out of the media , shows with local and regional talents , and projects in association between university and community , since those characteristics were classified as attractive or 8 unidimentional and presents well performance in the opinion of the most associate. Meanwhile the characteristic projects directed to the needy community of the city also it was evaluated as unidimentional, but it didn t result in higher performance.