ASSESSMENT OF QUALITY SERVICE IN A BOOK STORE BY USING SERVQUAL

The service sector is very important nowadays either in developed countries or in emerging economies. One of the relevant aspects in its operations is the assessment of service quality. The SEVQUAL is one of most used instruments for assessing service quality, being well spread in the academia and research of this subject. In this context, this paper proposed the application of SERVQUAL for evaluating service quality offered by a book store located in a university. A structured questionnaire was applied to collect data, which construction was based on service quality dimensions by evaluating the difference between expectative and performance. The results indicate that service quality was negative mainly due to a high expectance by customers. The work concludes that the study was valid at an exploratory level. Moreover, there is a need to adjust the instrument as well as a more detailed statistical analysis.