<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072023000300078</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v1i55.2388</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Entre el análisis de brechas y el análisis importancia - valoración: una aplicación del modelo SERVQUAL]]></article-title>
<article-title xml:lang="en"><![CDATA[Between gap analysis and importance-valuation analysis: an application of the SERVQUAL model]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dueñas Espinoza]]></surname>
<given-names><![CDATA[Francisco Xavier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hidrovo Burgos]]></surname>
<given-names><![CDATA[Stephany Michelle]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Loor Colamarco]]></surname>
<given-names><![CDATA[Ignacio Wilhem]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Gobierno Provincial de Manabí  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>11</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>11</month>
<year>2023</year>
</pub-date>
<volume>1</volume>
<numero>55</numero>
<fpage>78</fpage>
<lpage>91</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072023000300078&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072023000300078&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072023000300078&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la presente investigación fue comparar empíricamente los métodos de análisis de brechas e importancia-valoración, usados para medir la calidad del servicio, en términos de su conveniencia para facilitar la toma de decisiones orientada a promover la satisfacción del cliente. El estudio se enfocó en el caso de una empresa municipal monopólica, distribuidora de agua potable. Se utilizó el modelo SERVQUAL, que permite la aplicación concurrente de ambas técnicas de análisis. Los resultados mostraron que cada técnica proporciona información diversificada, lo que podría complicar el proceso de toma de decisiones, en caso de que se dependiera exclusivamente de una de ellas. Integrando la revisión bibliográfica con el estudio empírico, se concluye que ambas técnicas son complementarias. Cada una aporta una perspectiva diferente, y juntas pueden ofrecer una base más sólida para la toma de decisiones. Este hallazgo tiene implicaciones prácticas para la medición de la calidad del servicio en organizaciones que operan en mercados monopólicos, ya que sugiere que combinar diferentes métodos de análisis puede proporcionar una visión más completa y útil para mejorar la calidad del servicio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[SERVQUAL]]></kwd>
<kwd lng="es"><![CDATA[análisis importancia-desempeño]]></kwd>
<kwd lng="es"><![CDATA[análisis de brechas]]></kwd>
<kwd lng="es"><![CDATA[calidad del servicio]]></kwd>
<kwd lng="en"><![CDATA[SERVQUAL]]></kwd>
<kwd lng="en"><![CDATA[importance-Valuation analysis]]></kwd>
<kwd lng="en"><![CDATA[Gaps analysis]]></kwd>
<kwd lng="en"><![CDATA[service quality]]></kwd>
</kwd-group>
</article-meta>
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