Comportamiento de los niveles de calidad del servicio de comida rápida según las características de los usuarios. Municipio Libertador del estado Mérida, Venezuela.

Abstract

Given the importance of the services fast food, an analytical non-experimental research was designed under the quantitative paradigm, to determine the behavior of service quality levels according to the characteristics of users in fast food establishments of the Libertador Municipality of Mérida state was developed. The existence users with a higher level of income perceive a lower level of quality; the existence of two user types or groups was found: independent professionals and students. It is recommended the design of strategies regarding services, prices, communications, distribution, after-sales services, optimization of service times and other aspects importance from users who perceive high income (professionals), who inferentially represent 65.86 % of the service demand.