A MODEL TO MEASURE THE QUALITY SERVICE IN A LOCAL COMPANY OF PIZZA IN LOS MOCHIS, SINALOA

摘要

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 quality service were analyzed through the dimensions proposed by Zeithaml & Bitner (2002). The results show in the tangible, that customers expect more flavor than the image.