CONSUMER PERCEPTIONS OF SERVICE QUALITY IN THE STREET RETAIL

The study evaluated the perception of quality in the service of the traditional street retail in Juiz de Fora, Minas Gerais. A local adaptation to the SERVQUAL scale was used, identifying which attributes are valued by the consumer in relation to perceived quality of this service. It was verified in the 702 interviews with the consumers, coherently with studies that deal with the cultural aspects of the miners, as empathy being the most relevant dimension, followed by the tangibility dimension. Such a finding is compatible with the surveys that point out the typical cultural trait of the miner: mistrust. The results allow local retail managers to align their sales training efforts with consumer expectations. The study broadens the discussion about the relationship between cultural aspects and the perception of quality in the service and instigates the academic area for new research proposals in the street retail area.