SERVQUAL AND PDCA AS KEY FACTORS FOR LIVERPOOL'S MARKETPLACE

The growth of electronic commerce has increased the need for organizations to improve service quality in order to strengthen customer satisfaction and competitiveness. This study analyzes the service quality of the Liverpool Marketplace through the integration of the SERVQUAL model and the Plan–Do–Check–Act (PDCA) cycle as complementary tools for evaluation and continuous improvement. A quantitative approach was adopted to identify gaps between customer expectations and perceptions across the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that tangibles and reliability obtained the highest evaluations, whereas responsiveness, assurance, and empathy presented the greatest opportunities for improvement. Based on these results, a continuous improvement strategy was developed using the PDCA cycle, focused on strengthening customer service processes, reducing response times, improving communication, and increasing customer confidence. The study concludes that integrating SERVQUAL with the PDCA methodology provides a systematic framework for identifying critical service quality gaps and designing improvement actions that contribute to customer satisfaction and enhance the competitiveness of digital marketplace platforms.