LA PERCEPCIÓN COMO ELEMENTO INCIDENTE EN LA VALORACIÓN DE LA RAPIDEZ DEL SERVICIO EN CADENAS DE COMIDA RÁPIDA.

This paper shows the results obtained in a comparative study conducted in Venezuela in fast food chains in order to determine the influence of perception as an incidental element in the evaluation of speed of service. For it, the investigation is based theoretically in the topic of the perception including the main components as the integrated and interrelated process to provide explanations of the role and responses generated by the consumers. Methodologically, the case study was used in eleven business units belonging to four fast food chains located in five shopping centers which allows to connect "quickness" to "evaluation of the service" and establishing relationships in the matter. The most relevant results determined that the characteristics and expectations of the perceiver, some present stimuli and the nature of the environment in the "fastfood fairs", have a major impact to model the perceived situation, appreciating more the assessment when the customer is actually attended and gets the product, than what is shown in the average wait in lines. [ABSTRACT FROM AUTHOR]