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Un modelo para medir la calidad en el servicio en una empresa local de pizza en Los Mochis, Sinaloa

  • Vargas Hernández, José Guadalupe
  • Zazueta Félix, Mario Guadalupe
  • Guerra García, Ernesto

El modelo servqual fue rediseñado en relación con el contexto de la empresa local MetroPizza, en Los Mochis, Sinaloa; el principal cambio fue la orientación, de lo visual, que corresponde más con el uso intensivo de la imagen de las franquicias transnacionales, a lo gustativo que representa la ventaja competitiva en las empresas locales que conocen el sabor en la cultura regional. Se analizaron las diferencias entre lo esperado y lo percibido en la calidad del servicio a través de las dimensiones propuestas por Zeithaml et al. Los resultados muestran en lo tangible, que los clientes esperan más el sabor que la imagen. The servqual model was redesigned in relation to the context of the local company MetroPizza, in Los Mochis, Sinaloa; the main change was the orientation of the visual that corresponds to the intensive use of the image of the transnational franchises, to the taste, that represents a competitive advantage in local firms that know the flavor in the culture of regional. The differences between the expected, and perceived service quality were analyzed through the dimensions proposed by Zeithaml et al. The results show in the tangible, that customers expect more flavor than the image.

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Article provided by Asociación Española de Contabilidad y Administración de Empresas (AECA). Spanish Accounting and Business Administration Association. in its journal Gestión Joven.

Volume (Year): (2010)
Issue (Month): 6 (December)

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Handle: RePEc:ges:articl:2008-10:44-61
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