QUALIDADE PERCEBIDA DE STAKEHOLDERS COMO ESTRATÉGIA DE MELHORIA DOS SERVIÇOS.

The objective of this study was analyzing the strengths and improvement priorities of the services offered by SESC -- Roraima, according to the perceived quality of its stakeholders. We conducted a structured descriptive survey with 30 entrepreneurs (presidents of the unions that compose the federation of trade) and 334 employees, all of them users of SESC from Roraima. Using Importance Performance Analysis, the results show that investment priorities should be to improve the parking lot, staff readiness and infrastructure in general. Front desk services and fitness center service are considered as strength by entrepreneurs and employees. The paper presents a list of actions that, if implemented by the searched organization, can improve the perception that stakeholders have about the quality of its services. [ABSTRACT FROM AUTHOR]