Customers' Perception on Service Quality: An Empirical Study
DOI:
https://doi.org/10.18537/mskn.14.01.01Keywords:
Cliente, Percepción, Servicio, SERVQUALAbstract
This study focuses on to analyze the perception presented by customers in a service process provided by an organization under study. Considering that a positive perception provides better results and creates loyalty, becoming a strategy that generates a competitive advantage. Being able to provide a quality service is not only the delivery of the product, but the entire experience provided, from the conditions of the establishment to the attention span of the employees. The Angelus restaurants of the Tutto Freddo franchise were the object of study due to the great variety and diversity of their market segment. The SERVQUAL method was applied with a validation process of attributes and the quality of the service was analyzed with the application of validated surveys to a representative sample. The case exposes an analysis of ten attributes, three of them presented a considerable margin of gaps, such as speed of service, communication, and product/price ratio; improvement activities should impose a greater focus on these attributes for better customer feedback.
Downloads
Metrics
References
Blanco, C. (2011). Encuesta y estadística: Métodos de investigación cuantitativa en ciencias sociales y comunicación (1.a ed.). Editorial Brujas.
Brown, A. (1992). Gestión de la atención al cliente. Ediciones Díaz de Santos.
Cordero, J., Astudillo, S., Carpio, X., Delgado, J., y Amón, O. (2011). Análisis de los factores que influyen el emprendimiento y la sostenibilidad de las empresas del área urbana de la ciudad de Cuenca, Ecuador. Maskana, 2(2), 27-37. https://doi.org/10.18537/mskn.02.02.03
Coronel, J., Basantes, R., y Vinueza, A. (2019). Un estudio de la calidad del servicio en restaurantes de mariscos. Revista Espacios, 40(7), 1-9. http://www.revistaespacios.com/a19v40n07/19400709.html
Díaz, J., Ruiz, A., y Egüez, C. (2021). Impacto de las TIC: Desafíos y oportunidades de la Educación Superior frente al COVID-19. Revista Científica Uisrael, 8(2), 113-134. https://doi.org/10.35290/rcui.v8n2.2021.448
Gutiérrez, A. (2016). Estrategias de muestreo: Diseño de encuestas y estimación de parámetros (1. ed.). Ediciones de la U.
Hernández-Sampieri, R. (2014). Metodologia De La Investigacion (6 a. ed.). McGraw Hill.
Hoang, T., y Suleri, J. (2021). Customer behaviour in restaurants before and during COVID-19: A study in Vietnam. Research in Hospitality Management, 11(3), 205-214. https://doi.org/10.1080/22243534.2021.2006921
Izogo, E., y Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality y Reliability Management, 32(3), 250-269. https://doi.org/10.1108/IJQRM-05-2013-0075
Izquierdo, R., Lazo, C., y Andrade, M. (2018). La calidad hotelera mediante la escala Servqual en hoteles de la provincia de El Oro, Ecuador. Revista Universidad y Sociedad, 10(2), 323-327.
López, D. (2018). Calidad del servicio y la satisfacción de los clientes del Restaurante Rachy´s de la ciudad de Guayaquil. [Tesis de maestría, Universidad Católica de Santiago de Guayaquil]. http://repositorio.ucsg.edu.ec/handle/3317/9867
Madanoglu, M. (2006). Validating restaurant service quality dimensions. Journal of Foodservice Business Research, 7(4), 127-147. https://doi.org/10.1300/J369v07n04_07
Martínez, R., Tuya, L., Martínez, M., Pérez, A., y Cánovas, A. (2009). El coeficiente de correlación de los rangos de Spearman caracterización. Revista Habanera de Ciencias Médicas, 8(2), 1-19.
Motto, M., y Fernández, M. (2014). Servicio y atención al cliente en restaurante. Ediciones Paraninfo, S.A.
Naude, P., y Rudansky-Kloppers, S. (2016). Perceptions of customers regarding their expectations of service quality in South African full-Ssrvice restaurants. International Business & Economics Research Journal (IBER), 15(2), 55. https://doi.org/10.19030/iber.v15i2.9609
Parasuraman, A., Zeithaml, V., y Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V., y Berry, L. L. (1985). A conceptual model of service quality and Its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Peña, A., Mejía, J., y Valencia, J. (2014). Necesidades percibidas por los clientes de un sistema CRM en empresas de compra online. Maskana, 5. https://publicaciones.ucuenca.edu.ec/ojs/index.php/maskana/article/view/719
Ponnaiyan, S., Ababneh, K. I., y Prybutok, V. (2021). Determinants of fast-food restaurant service quality in the United Arab Emirates. Quality Management Journal, 28(2), 86-97. https://doi.org/10.1080/10686967.2021.1886024
Punguil, T. C. C., Arauz, M. B. B., Ricaurte, A. E. F., y Bravo, E. O. (2019). Indicadores para medir la calidad de servicio y normas de protocolo y etiqueta, aplicando el modelo servqual en el restaurante Tapas&Topes, de Puyo, Provincia de Pastaza. Ciencia Digital, 3(1), Article 1. https://doi.org/10.33262/cienciadigital.v3i1.263
Seidman, A., y Johnson, W. (2002). An Examination of the Relationship Between Employee Behavior/ Non-Behavior and Customer Satisfaction in Quick Service Restaurants. Journal of Foodservice Business Research, 5, 51-68. https://doi.org/10.1300/J369v05n03_05
Tuncer, I., Unusan, C., y Cobanoglu, C. (2021). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447-475. https://doi.org/10.1080/1528008X.2020.1802390
Tutto Freddo. (2022). Tutto Freddo. Heladerías Tutto Freddo S.A. https://tuttofreddo.ec/
Vivar Mora, J. J., y Barragán Landy, M. F. (2017). Elaboración de un modelo de evaluación para la calidad del servicio en restaurantes en Cuenca. Revista de la Facultad de Ciencias Químicas, 16, 62-77.
Wang, C.-H., Lin, I.-H., y Tsai, J.-Y. (2018). Combining fuzzy integral and GRA method for evaluating the service quality of fast-food restaurants. Journal of Interdisciplinary Mathematics, 21(2), 447-456. https://doi.org/10.1080/09720502.2017.1420574
Wu, T.-H., Weng, S.-J., Lin, Y.-T., Kim, S.-H., y Gotcher, D. (2020). Investigating the importance and cognitive satisfaction attributes of service quality in restaurant business—A case study of TASTy steakhouse in Taiwan. Journal of Foodservice Business Research, 23(4), 263-284. https://doi.org/10.1080/15378020.2020.1749799
Yovera, C. E., y Rodríguez, J. L. (2018). El Modelo SERVQUAL en la evaluación de la calidad de servicio de los centrales azucareros. Revista Científica Teorías, Enfoques y Aplicaciones en las Ciencias Sociales, 10(22), 26-38.
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Milton Francisco Barragán-Landy, Eduardo A. Siavichay C, María F. Cárdenas C, Luis G. Vega R., Damariz C. Asanza M.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright © Autors. Creative Commons Attribution 4.0 License. for any article submitted from 6 June 2017 onwards. For manuscripts submitted before, the CC BY 3.0 License was used.
You are free to:
 |
Share — copy and redistribute the material in any medium or format |
 |
Adapt — remix, transform, and build upon the material for any purpose, even commercially. |
Under the following conditions:
 |
Attribution — You must give appropriate credit, provide a link to the licence, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licenser endorses you or your use. |
| No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the licence permits. |
