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International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
nd
Special Issue of 2 International Congress of Engineering
value at the end of the business relationship. Aguilar AITECO consultants (2016) points out that the
and Jáuregui (2004) argue that it costs four or five dimensions of this model are as follows:
times more to get a new customer than to keep one
that already has. But it is more spent on attracting  Reliability: Ability to perform the service
more customers than on maintaining what they carefully and reliably.
already have. Satisfied customers are loyal customers.  Responsiveness: Willingness and willingness to
A customer's loyalty is worth at least 10 times the help users and provide fast service.
price of a purchase.  Safety: Knowledge and attention shown by
employees and their ability to build trust and
Servqual Model confidence.
 Empathy: Personalized attention that the
Morales (2003) argues that the SERVQUAL model organization dispenses to its clients.
has been applied to several areas since its inception.  Tangible Elements: Appearance of physical
The SERVQUAL model uses a scale ranging from 1 facilities, equipment, personnel and
to 7 of semantic differential (Osgood, Suci and communication materials.
Tannenbaum, 1957). Pineda, Estrada, and Parra
(2011) point out that the expectations and perceptions General objective
were assessed by the level of importance that the
respondents give each of the 22 items. As for Evaluate the quality of customer service within the
perceptions, 1 indicates that one is totally dissatisfied Industrial Corporate by applying the SERVQUAL
and 7 totally satisfied; and in expectations, 1 indicates tool.
totally insignificant and 7 totally important.
Specific objectives
Universidad TecVirtual del Sistema Tecnológico de
Monterrey (2012) points out that the Servqual  Understand the contextualization of service
instrument serves to measure customer expectations quality.
of a service organization, the perceptions that the  Know the existing models to evaluate the quality
same customers have of that service organization and of the service.
the hierarchy that customers make of the service
dimensions relevant to the organization (typically  Calculate the representative sample using 95%
tangible aspects of reliability, assurance, response confidence.
speed and empathy). Among the applications of the  Apply the Servqual questionnaire in the
Servqual model, Dal Corso, Vianello, De Carlo and representative sample.
Robusto (2001) evaluated the quality of school
services with a sample of 640 parents, teachers, and  Analyze the results obtained from the
auxiliary staff in Padua. In addition, Lowndes and questionnaire applied to the representative sample.
Dawes (2001) examine in their study whether the  Evaluate the results obtained from the analysis of
dimensions of service quality that emerge from the the questionnaires
factorial analysis in a company's purchasing data
based on the SERVQUAL instrument are the same as
those found in the literature. Justification

Dimensions of SERVQUAL Talking about quality in services is more complicated
than it seems, because it involves several aspects and
This instrument has been applied in organizations, dimensions such as culture and values that dominate
both public and private and in several entities, which the population and are attributed to these activities, in
has allowed validating and revising the tool as an addition, the provision of a service must be adequate
instrument for measuring quality in the service the context and preferences of the provider and focus
(Morales, 2005). on meeting the needs of those who use it, but in an
optimal way.

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