Comparative service quality evaluation using traditional surveys and artificial intelligence simulation in UTEQ university contexts

Abstract

Service quality in educational institutions is a critical factor in ensuring positive user experiences and promoting institutional development. This study compares service quality at the Universidad Técnica Estatal de Quevedo (UTEQ) using two approaches: the SERVQUAL model with empirical data and a simulation based on artificial intelligence (AI). The research, quantitative and comparative in nature, was conducted with a sample of university students. Data were analyzed using Student’s t-tests and Pearson correlation. The findings reveal that there are no statistically significant differences between the expectations, perceptions, and quality gaps obtained empirically and those generated by AI. Furthermore, a positive correlation is observed between both sources, suggesting that AI could predict users’ perceptions of service quality. In conclusion, AI emerges as a useful complementary tool for evaluating service quality in educational environments, offering a viable alternative to optimize feedback and quality management processes. Future research is encouraged to explore its adaptability in other contexts.