The article presents some quality management in customer service and verifies that customer
service practices, according to the protocol of an Araguaína-TO store, influence the level of
customer satisfaction. The survey was conducted in a department store located in the center of
the city. The search is qualitative-descriptive, with survey procedures. A questionnaire was
applied to the customers of this establishment for the purpose of collecting data to understand
which service practices impact customer satisfaction. The questionnaire and divided in four
component principals, who are: approach, service, close of the service and exchange of
products. The results indicate that the establishment has been creating positive results in
customer service practices, but does not satisfy the question "call the customer by name." If you
need a more detailed application of the protocol to employees along with the application of
training and simulated situations for better instruction and preparation of attendants.
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