Resumo

MATSUMOTO NISHIZAWA, Reina. Development of Servqual Model for the measurement ofthe service quality in thepublicity company Ayuda Experto. Perspectivas [online]. 2014, n.34, pp.181-209. ISSN 1994-3733.

This paper will provide the measurement of the service quality of the "Ayuda Experto" publicity company, utilizing the Servqual tool. The Servqual model, measures the quality of the service, through the expectations and perceptions of the client, based on 5 dimensions which are: the dimension of reliability, sensitivity, assurance, empathy and tangible elements. The investigation is intended to analyze the main problem that is the unawareness ofthe level ofthe service quality of "Ayuda Experto" and to fulfill the established goals.

Palavras-chave : Service quality; Servqual model; Expectations; Perceptions.