The paper covers the development of an exploratory research about the image configuration in the service environment. To make this project, it was used the Sector of Physiotherapy of a Health Plan, in which it was possible to identify three kinds of patients with specific characteristics (pos-operator, neurological and chronic). With base on the Central Nucleus Theory, it was identified the images of the physiotherapy services for each kind of patient, relating them to determinate attribute. These attributes were related to some elements that make the images. These elements are: functional, symbolic, cognitive and emotional. Finally, with the objective to check and analyze the performance of the service done, under a perspective of the users, it was applied a Scale of Semantic Differential and a question about the overall satisfaction, what can help the manager in the process of making decisions.
Images of services; images configuration; images organization; services quality; physiotherapy services
