Falcão, Roberto Flores2026-06-022026-06-022026HENRIQUE JÚNIOR, Pedro. A percepção de valor e de qualidade como critérios de escolha de serviços notariais em Goiânia. Goiânia (GO), 2026. 87 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.http://repositorio.unialfa.com.br/handle/123456789/786This dissertation analyzes the factors associated with perceived value and perceived quality that influence users’ choice of notary offices in Goiânia, Goiás, within a regulated market characterized by standardized fees and restrictions on individual advertising. The study is based on the assumption that, even in a context of mitigated competition, users’ decisions remain sensitive to non-monetary attributes — such as convenience, reputation, service quality, accessibility, trust, and process predictability — especially when different levels of notarial act complexity are considered. To support this distinction, the study proposes an analytical typology classifying notarial acts as simple (e.g., signature authentication at BRL 7.43; copy certification at BRL 5.56) and complex (e.g., deeds up to BRL 6,062.56 plus court fees; wills from BRL 339.60 to BRL 512.17), demonstrating that the fee gradient reflects different levels of perceived risk and decision-making involvement (TJGO, 2026). Methodologically, this is a quantitative and descriptive study conducted through a structured questionnaire administered in person at 12 notary offices between November and December 2025, totaling 384 respondents. The instrument included variables related to user profile and behavior, criteria for choosing a notary office, and perceived service quality assessment based on the SERVPERF scale (22 items; α=0.808), in addition to indicators of overall satisfaction, intention to return, and perceived value in terms of time and effort. The results show overall positive evaluations, with mean dimension scores ranging from 3.95 (Empathy) to 4.04 (Location). Although Location leads the absolute ratings, correlation analysis reveals that Empathy (r=0.426) and Reliability (r=0.409) are the primary determinants of perceived value (S25), indicating that what effectively increases the perception that the service was worth the effort is not locational convenience but relational quality and delivery reliability. A range of 0.88 points in overall satisfaction was observed across the 12 surveyed units (3.56 to 4.44), providing direct empirical evidence that competitive differentiation occurs through intangible attributes, even within a normatively uniform market. The complexity of the notarial act affects the decision-making process: in simple services, convenience and internet search prevail, whereas in more complex acts, personal recommendations become more central (42.4%), with a small-to-medium effect size between groups (d=0.30). Users returning for a follow-up visit showed lower mean satisfaction (M=3.78) compared to first-time visitors (M=4.05; Δ=−0.27), pointing to the friction cost of rework as a relevant variable in experience management. Additionally, an agerelated gradient was observed in perceived value, with users over 55 years (M=4.19) rating the experience more positively than those aged 18 to 25 (M=3.84), suggesting greater intolerance to operational friction among younger users. These findings converge with the 2025 DataFolha Survey, which ranked notary offices as the most trusted institution in Brazil (score 8.2/10), reinforcing the external validity of the results. It is concluded that, even in standardized services, the possible differentiation among notary offices is concentrated in the management of user experience, with emphasis on empathy, reliability, and effort reduction. The findings are also applicable to other public and delegated services operating under similar constraints regarding pricing and advertising, in which differentiation through user experience constitutes the main available vector of organizational performance. As limitations, the study highlights the use of convenience sampling and the geographic scope restricted to the capital of Goiás, which recommends caution in generalizing the results.ptComportamento do consumidorQualidade percebidaServiços notariaisSERVPERF