Enhancing customer satisfaction in the ecuadorian food and beverage delivery sector: a SERVQUAL-Based Analysis

Abstract

This paper explores the pivotal role of service quality in shaping customer satisfaction within the context of the Ecuadorian food and beverage delivery sector. Grounded in the SERVQUAL model, this research examines five essential dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy. The study employs a quantitative research methodology, utilizing a Likert scale-based questionnaire to collect data from 323 respondents in the provinces of El Oro and Loja. The study reveals substantial positive correlations between all dimensions of service quality and customer satisfaction, underscoring the importance of these dimensions in influencing customer perceptions. A multiple regression analysis demonstrates that each dimension significantly predicts customer satisfaction. Specifically, tangibility, including physical presentation and aesthetics, reliability, emphasizing order accuracy and consistency, responsiveness, focusing on prompt customer service, assurance, which includes employee knowledge and courtesy, and empathy, characterized by personalized attention, all contribute significantly to customer satisfaction. The multiple regression model explains 62.3% of the variance in customer satisfaction. These findings have significant implications for businesses in the Ecuadorian food and beverage delivery sector. They highlight the necessity for companies to prioritize and invest in improving service quality across these dimensions to enhance customer satisfaction and maintain a competitive edge in the market. Staff training and motivation are identified as critical factors in consistently delivering exceptional service in alignment with customer expectations. While the study provides valuable insights, it is essential to acknowledge its geographic limitations, as the research focuses exclusively on two provinces. Future research endeavors should expand the sample size and geographic scope to obtain a more comprehensive understanding of customer preferences and service quality dynamics across various regions and segments of the industry.