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.