Using SERVPERF model to assess service quality: case study in bookstores


  • LILLYAN THAIS PAES BARRETO ALEXANDRE Universidade Federal de Pernambuco
  • RAÍSSA CORRÊA DE CARVALHO Universidade Federal de Pernambuco
  • Fagner José Coutinho de Melo Universidade de Pernambuco, Campus Salgueiro
  • DEISE DE ARAÚJO BATISTA Universidade Federal de Pernambuco
  • Denise Dumke de Medeiros Universidade Federal de Pernambuco


Quality in services, SERVPERF, Bookstores, Binary logistic regression.


Since 2013, the services sector, together with the trade sector, has had the greatest influence on the Brazilian gross domestic product. This increase in the importance given to services makes it necessary to assess quality in this context. Thus, many tools have been developed for this. In this work, the SERVPERF model was used, in order to measure the quality of the bookstore service in the Metropolitan Region of Recife (RMR). Data on customers' perceptions of the service offered were collected through internet research. A sample of 271 participants was analyzed with respect to various aspects of the service. The results show that the worst aspects are related to the capacity of bookstore employees to understand and satisfy their customers' specific needs. Through a binary logistic regression, it was also possible to identify that improvements in communication between customers and bookstores, in innovation and promotion of reading incentive activities have the greatest chances of resulting in greater customer satisfaction.

Author Biographies

LILLYAN THAIS PAES BARRETO ALEXANDRE, Universidade Federal de Pernambuco

Engenheira de Produção - UFPE

RAÍSSA CORRÊA DE CARVALHO, Universidade Federal de Pernambuco

Doutoranda em Engenharia de Produção - UFPE

Mestre em Engenharia de Produção - UFPE

Fagner José Coutinho de Melo, Universidade de Pernambuco, Campus Salgueiro

Professor Assistente da Universidade de Pernambuco, Campus Salgueiro.

Pesquisador nos grupos PLANASP e MeQuanTD.

Mestre e doutor em Engenharia de Produção - UFPE

DEISE DE ARAÚJO BATISTA, Universidade Federal de Pernambuco

Professora Adjunta da Universidade Federal de Pernambuco.

Mestre e doutora em Engenharia de Produção - UFPE

Denise Dumke de Medeiros, Universidade Federal de Pernambuco

Professora da Universidade Federal de Pernambuco.

Mestre e doutora em Engenharia de Produção - UFPE


Aquino, J. T., Melo, F. J. C., Jerônimo, T. B. & Medeiros, D. D. (2019). Evaluation of Quality in Public Transport Services: The Use of Quality Dimensions as an Input for Fuzzy TOPSIS. International Journal of Fuzzy Systems, 21: 176-193.

Benlian, A., Koufaris, M. & Hess, T. (2012). Service Quality in Software-as-a-Service: developing the SaaS-Qual measure and examining its role in usage continuance. Journal of Management Information Systems, 28: 85–126.

Bolton, R. N. & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55: 1-10.

Blešić, I., Tešanović, D. & Psodorov, Ð. (2011). Consumer satisfaction and quality management in the hospitality industry in South-East Europe. African Journal of Business Management, 5: 1388-1396.

Chen, H. C., Chen, K. S., Chang, T. L. & Hsu, C. H. (2010). An application of six sigma methodology to enhance leisure service quality. Quality & Quantity, 44: 1151-1164.

Corrêa, H. L. & Caon, M. (2020). Gestão de serviços - lucratividade por meio de operações e satisfação dos clientes. 1ª edição. São Paulo, Atlas.

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56: 55-68.

Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58: 125-131.

Falcão, L. M. A. A., Jerônimo, T. B., Melo, F. J. C., Aquino, J. T., & Medeiros, D. D. (2017). Using the SERVQUAL Model to Assessmall Service Quality and Customer Satisfaction. Brazilian Journal of Operations and Production Management, 14: 82-88.

Faria, L. F. V., Freitas, A. L. P. & Molina-Palma, M. A. (2015). Qualidade em serviços sob a perspectiva dos métodos SERVQUAL e SERVPERF: um estudo bibliométrico. Gestão da Produção, Operações e Sistemas, 3: 53-67.

Fitzsimmons, J. A. & Fitzsimmons, M. J. (2014). Administração de serviços – operações, estratégia e tecnologia da informação. 7 ed. São Paulo: Bookman.

Gounaris, S. (2005). An alternative measure for assessing perceived quality of software house services. Service Industries Journal, 25: 803-823.

Guimaraes Junior, D. S., Santanna, C. H. M.; Soares, E. O.; Melo, F. J. C.; Medeiros, D. D. (2020). Measurement of Logistics Service Quality of E-Commerce. International Journal of Logistics Systems and Management (Print), 35: 1-24.

IBGE. Instituto Brasileiro de Geografia e Estatística – IBGE. Pesquisa Anual de Serviços – PAS. Disponível em: Acesso em: 12 de Junho de 2019.

Lee, A., Back, K. J., & Park, K. (2017). Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach. Journal of Service Business, 11(2): 279-297.

Lee, K. C., Chung, N. & Lee, S. (2011). Exploring the influence of personal schema on trust transfer and switching costs in brick-and-click bookstores. Information & Management, 48: 364-370.

Lupo, T. (2015). Fuzzy ServPerf model combined with ELECTRE III to comparatively evaluate service quality of international airports in Sicily. Journal of Air Transport Management, 42: 249-259.

Miguel, P. A. C., Satolo, E.; Ferreira, S. & Calarge, F. A. (2011). Avaliação da qualidade em serviços em uma livraria utilizando o instrumento SERVQUAL. Revista de Gestão Organizacional, 4: 114-121.

O'connell, D. & Mosconi, P. (2006). An active role for patients in clinical research? Drug Development Research, 67(3): 188-192.

Parasuraman, A., Zeithaml, V. & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49: 41-50.

Parasuraman, A., Zeithaml, V. & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64: 12-40.

Rasyida, D. R., Ulkhaq, M. M., Setiowati, P. R. & Setyorini, N. A. (2016). Assessing service quality: a combination of SERVPERF and importance-performance analysis. In: THE 3rd International Conference on Industrial Engineering and Applications (ICIEA 2016), 3, Hong Kong, 2016. Procedings. MATEC Web of Conferences, v. 68, 2016.

Salomi, G. G. E, Miguel, P. A. C. & Abackerli, A. J. (2005). SERVQUAL X SERVPERF: comparação entre instrumentos para avaliação da qualidade de serviços internos. Gestão & Produção, 12: 279-293.

SEBRAE. Serviço Brasileiro de Apoio às Micro e Pequenas Empresas – SEBRAE. Disponível em:,4c73ce6326c0a410VgnVCM1000003b74010aRCRD. Acesso em: 12 de Junho de 2019.

SNEL. Sindicato Nacional dos Editores de Livros – SNEL. Painel das vendas de livros no Brasil – Resultados: 2019 X 2018. Disponível em: Acesso em: 13 de junho de 2019.