Satisfaction survey as a tool to map the perception of a laboratory's primary stakeholders

Marketing is present everywhere, as the consumerism of modern society is the result of an exchange relationship that involves communication, pricing, distribution, and products. Offering services that satisfy the target market and achieve organizational objectives can be accomplished through marketing, which uses perception mapping as one of its tools.primarily through marketing research. One way to build a competitive advantage for a company is through a vision based on superior stakeholder management, in which the interested public views the company as the center, favoring a competitive advantage in relationships and communication. In this context, the general objective of the study was to map the perception of the primary stakeholders of a laboratory in a university in the interior of São Paulo, and the specific objective was to apply a marketing survey on customer satisfaction regarding the services provided. The methodology of this study was descriptive and quantitative, with data collection through a structured questionnaire applied to 1,361 members of the university, obtaining 72 responses. As a result, opportunities for improvement were identified in satisfaction regarding the physical structure of the laboratory, recognition of the areas of activity, and consequently, the means of accessing this information. Based on these results, indicators will be presented to the laboratory, creating an action plan to assist in problem-solving and achieving the desired results.