Gestão e orientação para os clientes: um estudo em restaurantes por quilo utilizando o modelo de análise de importância e desempenho (IPA)

ABSTRACTStudies on management of small and medium enterprises (SMEs) from the perspective of market orientation (OPM) have been rare in Brazil. This article, which applied the model analysis of importance (IPA), aims to determine which marketing activities, designed under the principles of OPM, are adopted by a sample of restaurants per kilogram (SMEs) with over 10 years of existence in the city of São Paulo. The results indicate that there is a momentum generated by the internal staff to identify customer preferences and desires and transform them into services