Percepción de calidad de servicio en restaurantes: aproximación cualitativa en nuevo casas grandes, Chihuahua, México

This chapter presents a qualitative study, from a socioanthropological perspective, which aims to analyze the quality service perception in consumption by diners in the restaurant environment in Nuevo Casas Grandes, Chihuahua, Mexico. The most significant categories were characterized by participant observation in the premises, digital spaces, and text analysis to understand the perception of service quality. Thus, the model of service quality by Grönroos (1994) is considered, which comprises two dimensions: technical quality and functional quality, for starters the first one refers to what the client receives at their concluding interaction time with the provider of the service, while the second is the way in which they receive and experience the service, from these categories it was possible to identify the soft standards of service proposed by Zeithaml Bitner and Gremler (2009). which can be quantified by measuring diners’ perceptions and beliefs regarding the establishment, service and food derived from an ethnographic methodology. The results obtained, regarding the perception of the
quality of service in a group on the social network Facebook, are a description sample and explanation
of an interaction system in the current environment. It shows the appropriations of digital tools by the
consumer, who in his own voice expresses the quality of service of the establishment, service, and food in a digital environment.