SERVQUAL method

With the advent of globalization, consumers have become increasingly demanding. Thus, companies that want to remain in the market must seek to satisfy their customers’ needs by providing them with quality goods and services. As this is a subjective and personal issue, the quality of a service is very difficult to measure. The SERVQUAL tool is one of the main ways to obtain a reliable result, as it allows the analysis of the disparity between consumer expectations and perceptions in terms of tangibility, reliability, responsiveness, assurance, and empathy. This study aims to evaluate the quality of service provided at a university restaurant in the city of Mossoró, Rio Grande do Norte, from the perspective of users, using the SERVQUAL tool. Thus, an exploratory approach to the problem was used based on a case study, in which data were collected through qualitative and quantitative research. The results revealed that the satisfaction of restaurant users is negative to intermediate.