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

Autores/as

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

Palabras clave:

calidad del servicio; satisfacción del cliente; fidelización; energía; evaluación de servicios

Resumen

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

Resumen

La calidad del servicio es un componente estratégico para la competitividad en el sector energético, y herramientas como SERVQUAL y Net Promoter Score (NPS) permiten evaluar la percepción del usuario y su disposición a recomendar el servicio. El objetivo de este estudio fue analizar la relación entre la calidad percibida del servicio y la fidelización del cliente en estaciones de servicio del cantón Latacunga, mediante los modelos SERVQUAL y NPS. Se desarrolló un estudio no experimental, descriptivo-correlacional, aplicado a 378 usuarios en 2024. Se empleó el cuestionario SERVQUAL (22 ítems) y el NPS (escala 0–10); la fiabilidad fue elevada (α = 0,91) y la validez de constructo adecuada (KMO = 0,87; p < 0,001). Se realizaron análisis factoriales, correlaciones de Pearson, ANOVA y regresión lineal múltiple (R² = 0,65; p < 0,001). Los resultados mostraron que las dimensiones fiabilidad, seguridad y empatía presentaron las mayores correlaciones con la satisfacción (r = 0,72–0,79), y que el NPS fue de +47,3 (IC95 % [44,1–50,5]), reflejando un alto nivel de lealtad. Se concluye que la calidad percibida influye significativamente en la fidelización del cliente y que la integración de SERVQUAL y NPS constituye una herramienta válida para la gestión de calidad en estaciones de servicio del sector energético ecuatoriano.

Palabras clave: calidad del servicio; satisfacción del cliente; fidelización; energía; evaluación de servicios.

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.

Información del manuscrito:
Fecha de recepción: 13 de octubre de 2025.
Fecha de aceptación: 18 de diciembre de 2025.
Fecha de publicación: 12 de enero de 2026.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Agyapong G, Mensah P. Revisiting service quality dimensions and loyalty in utility services. Int J Serv Ind Manag. 2023;34(2):211–230. doi:10.1108/IJSIM-11-2022-0305

Al-Azzam AF. Structural relationships among service quality, customer satisfaction and customer loyalty in public utilities. Utilities Policy. 2022;78:102410. doi:10.1016/j.jup.2022.102410Qualtrics XM Institute. Economics of NPS in the Utilities Industry. 2021. [Data report].

Alzoubi H, et al. Measuring customer experience through SERVQUAL in energy utilities. Energy Policy. 2023;176:113537. doi:10.1016/j.enpol.2023.113537

Bozorgi-Amiri A, Sadeghi R. Measuring service quality and sustainability in the energy sector: A multi-criteria approach. Sustainability. 2023;15(14):11240. doi:10.3390/su151411240

Camacho L, Pereira J, Vargas M. Service quality and satisfaction in Latin American public services. Int J Public Sect Manag. 2023;36(7):1234–1251. doi:10.1108/IJPSM-03-2023-0071

Cavallone M, Palumbo R. Re-examining Net Promoter Score for service quality measurement. Serv Ind J. 2023;43(3-4):234–251. doi:10.1080/02642069.2023.2195034

Choudhury M, et al. Linking SERVQUAL and NPS: An integrated approach to customer experience management. TQM J. 2022;34(8):1852–1868. doi:10.1108/TQM-02-2022-0054

Cronin JJ, Taylor SA. Measuring service quality: A re-examination and extension. J Marketing. 1992;56(3):55–68.

Dwivedi YK, et al. E-SERVQUAL and AI-driven customer analytics in digital utilities. Comput Hum Behav. 2022;134:107312. doi:10.1016/j.chb.2022.107312

Fornell C, Rust RT, Dekimpe MG. Customer satisfaction and loyalty in the age of analytics. J Serv Res. 2020;23(1):3–12. doi:10.1177/1094670520908204

García L, Ruiz A. Adaptación transcultural del modelo SERVQUAL en servicios públicos latinoamericanos. Rev Lat Adm Publica. 2022;10(1):55–73.

Gupta V, Singh S, Kaur R. Service quality, trust and customer loyalty: Empirical evidence from public utilities. J Retail Consum Serv. 2023;74:103453. doi:10.1016/j.jretconser.2023.103453

Han H, Hyun SS. Linking service empathy and behavioral intention: Evidence from hospitality and utilities. J Serv Theory Pract. 2024;34(5):845–867. doi:10.1108/JSTP-12-2023-0287

He Q, Song M. Customer experience analytics and service quality in energy utilities. Energy Econ. 2023;121:107657. doi:10.1016/j.eneco.2023.107657

Hussain S, Khan I, Ahmed R. Digital SERVQUAL and customer retention in smart energy services. Technol Soc. 2023;75:102367. doi:10.1016/j.techsoc.2023.102367

Kang H, Park S. Assessing reliability and empathy in customer satisfaction models of power distribution. Energy Rep. 2023;9:1815–1828. doi:10.1016/j.egyr.2023.02.022

López-Miguens MJ, et al. Customer loyalty and satisfaction in service industries: The mediating role of NPS. Sustainability. 2023;15(9):7283. doi:10.3390/su15097283

Ministerio de Energía y Minas. Informe anual de comercialización de combustibles. Quito: MEM; 2024.

Mohapatra S, Kumar R. Integrating SERVQUAL and digital analytics for customer satisfaction assessment. J Bus Res. 2024;172:114389. doi:10.1016/j.jbusres.2024.114389

Molina-Moreno V, Cruz-Ros S, et al. Continuous improvement and data-driven decision-making in energy firms. J Clean Prod. 2023;418:138456. doi:10.1016/j.jclepro.2023.138456

Moura F, Silva A, Carvalho P. Perceived service quality and sustainability in power distribution companies. Energy Sustain Dev. 2024;83:105212. doi:10.1016/j.esd.2024.105212

Ocampo LA, et al. Multidimensional assessment of service quality in emerging economies. Socioecon Plann Sci. 2021;78:101054. doi:10.1016/j.seps.2021.101054

Parasuraman A, Zeithaml V, Berry L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J Retailing. 1988;64(1):12–40.

Prajogo D, Sohal A. Quality management and customer satisfaction: Evidence from energy utilities. Total Qual Manag Bus Excell. 2022;33(5–6):457–472. doi:10.1080/14783363.2022.2041510

Reichheld FF. The one number you need to grow. Harv Bus Rev. 2003;81(12):46–54.

Rojas D, Cárdenas P. Quality perception and loyalty in public energy utilities. Econ Lat Rev. 2024;5(1):33–52.

Ryu K, Kim H. Validating SERVQUAL across cultures. Serv Bus. 2022;16(5):677–692.

Seth N, Deshmukh S, Vrat P. Service quality models: A review. Int J Qual Reliab Manag. 2022;39(8):1521–1539.

Souza PVS, et al. Service quality and earnings management in Brazilian electricity distributors. J Emerg Finance Account Econ Stud. 2025. doi:10.1108/JEFAS-02-2024-0047

Tomic D, Gradinac M. Trust and satisfaction drivers in public energy services. Util Policy. 2022;78:103123.

UNESUM. Plan Estratégico de Sustentabilidad Universitaria 2024–2027. Jipijapa, Ecuador: Universidad Estatal del Sur de Manabí; 2024.

Vargas M, Pereira J. Perceived quality in Latin American utilities: A comparative assessment. Rev Adm Pública Lat. 2021;9(2):121–138.

Verma A, Singh R. Customer experience analytics and digital engagement strategies in utility services. Energy Policy. 2023;176:113544. doi:10.1016/j.enpol.2023.113544

Wang C, Lee J. Linking service quality and performance in the power distribution sector. Int J Prod Econ. 2021;241:108292. doi:10.1016/j.ijpe.2021.108292