USING THE SERVQUAL MODEL TO ASSESSMALL SERVICE QUALITY AND CUSTOMER SATISFACTION

Abstract

This paper use SERVQUAL measure for assessingthe quality of the administrative services in a large mall,located in Brazil, seen from the point of view of the currentservice providers. A questionnaire was used to interview 68service companies, and 5 CEO mall of this case of study. Twofactors were compared: the expectations and perceptions of theservice providers, the comparison enabled the strengths andweaknesses of the quality perceived of the services offered bythe mall were undertaken as a case study. Understand whatfeatures and level of service must have in order to meetconsumer needs, against on how consumers perceive the actualmall performance in the context of what they expected to ensuring good service to classify into three categories offactors: Basic, Performance and Excitement.The findings ofthis study may prompt future research to create a new tool tohelp those managers and service companies in the process ofmaking decisions aimed at improving the strategic relationshipwith retail companies and thus to improve the quality of themall services. One contribution of this study is the simpleproposed model used to understanding how quality processesaffect each organizational dimension of service performance.

Keywords

• Quality Management
• Shopping Center
• ServiceQuality
• SERVQUAL
• Service Dimensions.