Análisis de la percepción de calidad de servicio y lealtad de los usuarios del Hospital Humanitario Fundación Pablo Jaramillo Crespo de la ciudad de Cuenca

Abstract

The present study evaluated the perception of service quality and user loyalty at the Humanitarian Hospital Pablo Jaramillo Crespo in the city of Cuenca, with the aim of determining the relationship between these two variables. The research was conducted under a quantitative approach with a correlational scope. For data collection, a questionnaire based on the SERVQUAL model, adapted to the hospital context, was applied to a sample of 383 users, considering the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. The results showed a favorable evaluation of service quality, with an overall mean of 4.56, and a strong positive correlation between perceived quality and loyalty. However, the responsiveness and empathy dimensions showed greater potential for improvement, particularly regarding waiting times and warmth in service, aspects that are relevant for strengthening continuous improvement strategies.