Modelo de Negocios y Toma de Decisiones del Consumidor en Estaciones de Servicio

Janeth Virginia Intriago-Vera; María Belén Andrade-Intriago

doi:10.70171/65bhbz33

Authors

Janeth Virginia Intriago-Vera Universidad Laica Eloy Alfaro de Manabí Author https://orcid.org/0000-0002-5539-2940
María Belén Andrade-Intriago University of Guayaquil Author https://orcid.org/0009-0005-3036-2883

DOI:

https://doi.org/10.70171/65bhbz33

Keywords:

service perception, service stations, consumer decisions

Abstract

Justification: business models face challenges in adapting to competitive and dynamic environments, where factors such as service diversification and understanding consumer preferences are key to ensuring sustainability and profitability. Objective: to evaluate the criteria that influence the demand for service stations in El Carmen, Manabí. Methodology: non-experimental, descriptive, and correlational design. The population of customers from the seven gas stations in El Carmen was studied, using a sample of 384 surveys. Data were collected through a structured questionnaire. Results: the most relevant factors in consumer decisions when refueling are trust in the service, speed, and equipment quality, while fuel price has secondary influence. Refueling frequency was particularly associated with service speed and trust in attendants, while price behaved independently. Trust in attendants and owners was the factor most dependent on customer characteristics, followed by service speed and equipment quality. Conclusion: strategies focused on offering quality, fast, and reliable service, along with personalized treatment, can generate customer loyalty, regardless of price variability.

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