Customer Perceptions Of Service Quality A Case Study On St. George Brewery Factory

Competitiveness and search for profits have called more attention towardsrncustomers' satisfaction and increased researchers' interest on the topic ofrnservice quality. In this context this study applies SERVQUAL for assessingrnservice quality in St. George brewery's service . The main objective is to assessrnquality service dimensions that are delivered through the perspectives ofrncustomers'. The studied company manufactures and sell s different types ofrnbeers and draft beer. A questionnaire was developed based on the servicernquality dimensions and distributed to customers and mangers of the breweryrnfactory for gathering data. The results of this study indicate the qualityrndimensions and attributes that call managerial attention. Assurance andrnresponsiveness are found most relevant for mangers and customers respectivelyrnimprovement on some of the quality dimensions were given. The paper alsornindicated that there are different perspective among managers and customers .

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