DUENAS ESPINOZA, Francisco Xavier; HIDROVO BURGOS, Stephany Michelle    LOOR COLAMARCO, Ignacio Wilhem. Between gap analysis and importance-valuation analysis: an application of the SERVQUAL model. []. , 1, 55, pp.78-91. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v1i55.2388.

The aim of this research was to empirically compare the gap analysis and importance-valuation methods used to measure service quality, in terms of their suitability to facilitate decision-making aimed at promoting customer satisfaction. The study focused on the case of a monopoly municipal company that distributes drinking water. The SERVQUAL model was used, which allows the concurrent application of both analysis techniques. The results showed that each technique provides diversified information, which could complicate the decision-making process, in the event that one of them was exclusively dependent. Integrating the bibliographic review with the empirical study, it is concluded that both techniques are complementary. Each brings a different perspective, and together they can provide a stronger foundation for decision-making. This finding has practical implications for the measurement of service quality in organizations operating in monopolistic markets, as it suggests that combining different analysis methods can provide a more complete and useful insight to improve service quality.

: SERVQUAL; importance-Valuation analysis; Gaps analysis; service quality.

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