Modelos SERVQUAL y NPS como herramientas integradas para la evaluación de la calidad del servicio y la fidelización del cliente en el sector energético ecuatoriano

Rafael Eduardo Morales-Albán; José Luis López-Salazar; Santiago Fernando Ramírez-Jiménez

Authors

Morales-Albán Rafael Eduardo Universidad Técnica de Cotopaxi. Latacunga, Ecuador. https://orcid.org/0009-0002-2252-7690
López-Salazar José Luis Escuela Superior Politécnica de Chimborazo. Riobamba, Ecuador. https://orcid.org/0000-0003-1012-4472
Ramírez-Jiménez Santiago Fernando Universidad Técnica de Cotopaxi. Latacunga, Ecuador. https://orcid.org/0000-0002-5256-3601

Keywords:

service quality; customer satisfaction; loyalty; energy; service evaluation

Abstract

DOI: https://doi.org/10.46296/ig.v9i17.0326

Abstract

Service quality is a strategic component of competitiveness in the energy sector, and tools such as SERVQUAL and the Net Promoter Score (NPS) enable the assessment of user perceptions and their willingness to recommend the service. This study aimed to analyse the relationship between perceived service quality and customer loyalty in service stations in the canton of Latacunga using the SERVQUAL and NPS models. A non-experimental, descriptive–correlational study was conducted with 378 users in 2024. The SERVQUAL questionnaire (22 items) and the NPS scale (0–10) were applied; reliability was high (α = 0.91) and construct validity was adequate (KMO = 0.87; p < 0.001). Factor analyses, Pearson correlations, ANOVA and multiple linear regression were performed (R² = 0.65; p < 0.001). The results showed that reliability, assurance and empathy had the strongest correlations with satisfaction (r = 0.72–0.79), and that the NPS score was +47.3 (95% CI [44.1–50.5]), indicating a high level of customer loyalty. It is concluded that perceived service quality significantly influences customer loyalty and that integrating SERVQUAL and NPS provides a valid tool for quality management in service stations within the Ecuadorian energy sector.

Keywords: service quality; customer satisfaction; loyalty; energy; service evaluation.

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