Customer Perceptions of Service Quality: A Case Study on St. George Brewery Factory
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Date
2008-07
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A.A.U
Abstract
Competitiveness and search for profits have called more attention towards
customers' satisfaction and increased researchers' interest on the topic of
service quality. In this context this study applies SERVQUAL for assessing
service quality in St. George brewery's service . The main objective is to assess
quality service dimensions that are delivered through the perspectives of
customers'. The studied company manufactures and sell s different types of
beers and draft beer. A questionnaire was developed based on the service
quality dimensions and distributed to customers and mangers of the brewery
factory for gathering data. The results of this study indicate the quality
dimensions and attributes that call managerial attention. Assurance and
responsiveness are found most relevant for mangers and customers respectively
improvement on some of the quality dimensions were given. The paper also
indicated that there are different perspective among managers and customers .
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Keywords
Customer Perceptions, Service Quality