Qualidade dos serviços prestados por um shopping center: a percepção dos lojistas.

Abstract

The present study aimed to evaluate the quality service provided by a mall in the city of Campina Grande - PB from the perspective of its tenants. In the study, the mall‟s name was assumed as the Borborema Park Mall. The main objectives of the work sough to make a profile of the tenants of the shopping studied, apply the SERVQUAL scale to rate the quality dimensions of shopping, identify the factors considered most important by its tenants, identify which factors need to be improved and which need to be kept the mall and identify the vision of the Management Borborema Park Shopping on the service provided by the tenants. Thus, the theoretical addressed issues dealing with the evolution of services as well as their definitions and characteristics, speaking later on the evolution of the quality of services and more specifically on the model of the GAPS and the development of the SERVQUAL instrument and, finally, making a brief history of Shopping Centers, also bringing some data on the area. In order to reach the above objectives, we made a quantitative and qualitative study by questionnaires that sought to evaluate the expectation and perception of the Borborema Park Mall‟s tenants and the importance that they give to the service characteristics. Was also did semi-structured interviews with the general manager of the mall studied, in order to obtain information about the managerial vision about the service and, confronted with the sight of the tenants. The results show that the Borborema Shopping Park provides a service below expectations for retailers getting GAPS positive, thus negative assessment on all items. Also it was revealed that on the five dimensions evaluated, only one manager has demonstrated knowledge of the vision of its tenants.