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

Author

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  • José Guadalupe Vargas Hernandez
  • Mario Guadalupe Zazueta Félix
  • Ernesto Guerra García

Abstract

ResumenEl modelo servqual fue redisenado en relación con el contexto de la empresa localMetroPizza, en Los Mochis, Sinaloa; el principal cambio fue la orientación, de lovisual, que corresponde más con el uso intensivo de la imagen de las franquiciastransnacionales, a lo gustativo que representa la ventaja competitiva en las empresaslocales que conocen el sabor en la cultura regional. Se analizaron las diferenciasentre lo esperado y lo percibido en la calidad del servicio a través de las dimensionespropuestas por Zeithaml et al. Los resultados muestran en lo tangible, que los clientesesperan más el sabor que la imagen.

Suggested Citation

  • José Guadalupe Vargas Hernandez & Mario Guadalupe Zazueta Félix & Ernesto Guerra García, 2010. "Un modelo para medir la calidad en el servicio en una empresa local de pizza en Los Mochis, Sinaloa," Economía, Gestión y Desarrollo 9356, Universidad Javeriana - Cali.
    • Handle: RePEc:col:000097:009356
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