Evaluation of the perception of the quality of television services in the Isthmus Oaxaqueño, México

Abstract

The present work was carried out in the five largest populations of the Isthmus of Tehuantepec Mexico, the objective of the article is to evaluate the perception of the quality of services offered by pay television. The specific objectives sought to identify the quality components that determine the satisfaction of external customers of television companies and identify the factors that influence their behavior when to hire the service; the results showed that 57.44% of the clients are satisfied with the services provided, the basic features of the elements were determined that result in customer satisfaction, the percentage of approval by elements evaluated are: tangibility 60.81%, reliability 57.82%, response 55.15%, security 57.83% empathy 56.04% approval, 920 people were surveyed and 31.18% of them they do not hire a television service. The findings found indicate that people are satisfied with the service provided by the television stations.

Full text

REVISTA VÉRTICE UNIVERSITARIO
http://www.revistavertice.uson.mx
Facultad Interdisciplinaria de
Ciencias Económicas y Administrativas
UNIVERSIDAD DE SONORA
El saber de mis hijos
hará mi grandeza”
74
https://doi.org/10.36792/rvu.v25i94.74
INVESTIGACIÓN
Evaluation of the perception of the quality of television
services in the Isthmus Oaxaqueño, México
Evaluación de la percepción de la calidad de los
servicios televisivos en el Istmo Oaxaqueño, México
Felipe de Jesús Cruz Celis1
y Gerardo Mauricio Olivares Ramirez2
1 Doctor en Planeación Estratégica y Dirección de Tecnología. Profesor-Investigador Universidad del Istmo, Oaxaca.
Correo: fcelis@bianni.unistmo.edu.mx. ORCID: https://orcid.org/0000-0002-6530-6671
2 Maestro en Ciencias de la Administración. Profesor-Investigador Universidad del Istmo, Oaxaca.
Correo: gmauricioster@gmail.com. ORCID: https://orcid.org/0000-0001-8969-1087
Summary
The present work was carried out in the ve
largest populations of the Isthmus of Tehuantepec
Mexico, the objective of the article is to evaluate
the perception of the quality of services oered by
pay television. The specic objectives sought to
identify the quality components that determine
the satisfaction of external customers of television
companies and identify the factors that inuence
their behavior when to hire the service; the results
showed that 57.44% of the clients are satised with
the services provided, the basic features of the
elements were determined that result in customer
satisfaction, the percentage of approval by elements
evaluated are: tangibility 60.81%, reliability 57.82%,
response 55.15%, security 57.83% empathy 56.04%
approval, 920 people were surveyed and 31.18%
of them they do not hire a television service. The
ndings found indicate that people are satised
with the service provided by the television stations.
Keywords: Quality, SERVPERF, services.
JEL Code: C52, O14, I31
Resumen
El presente trabajo se realizó en las cinco poblaciones
más grandes del Istmo de Tehuantepec México, el
objetivo del artículo es evaluar la percepción de la
calidad de los servicios ofrecidos por las televisoras de
paga. Los objetivos especícos buscaban identicar
los componentes de calidad que determinan la
satisfacción de los clientes externos de las empresas
televisoras e identicar los factores que inuyen en
su comportamiento a la hora de contratar el servicio;
los resultados arrojaron que el 57.44% de los clientes
están satisfechos con los servicios brindados, se
determinaron los rasgos básicos de los elementos
que dan como resultado la satisfacción del cliente, el
porcentaje de aprobación por elementos evaluados
son: tangibilidad 60.81%, abilidad 57.82%,
respuesta 55.15%, seguridad 57.83%, empatía 56.04%
de aprobación, se encuestaron a 920 personas y el
31.18% de ellos no contratan un servicio televisivo.
Los hallazgos encontrados señalan que las personas
están satisfechas con el servicio brindado por las
televisoras.
Palabras claves: Calidad, SERVPERF, servicios.
Código JEL: C52, O14, I31
Introduction
Companies are generally in constant and
unforeseen changes in all their guidelines, these
can be of a type: social, economic, cultural,
and political. These changes are due to the
technological and social advances that society
experiences over time and consequently, they
bring about phenomena and question of great
interest for the conduct of any investigation.
Fecha de aprobación:
16 agosto del 2023
Fecha de recepción:
20 febrero del 2023
Esta obra está protegida bajo una Licencia Creative Commons
Atribución-CompartirIgual 4.0 Internacional

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Based on these considerations, this study seeks
to contribute to all those organizations that oer a
television service, because customer service is far
most the best expression of this market, to build
satised customers.
Every service provider company must continuously
dene and measure customer satisfaction, as service
quality is a concept of particular importance for
companies, since after receiving a service, customers
compare it with what was expected. The expected
service is formed based on previous experiences,
feedback, and opinions from friends and similar
institutions, as well as advertising. If the perceived
service doesn’t meet the expected level, customers
lose interest. However, if the perceived service
meets or exceeds expectations, customers are likely
to return. In this scenario, the quality of service
can be considered a subjective concept, dependent
on customer opinions and resulting from their
perception of the service provision compared to
pre-consumption impressions (Lazzari and Moula,
2014).
Companies focus their attention on the constant
measurement of their customers’ satisfaction level.
In marketing terms, the assessment of quality is
understood as an aspect linked to the experiences
that arise from using or enjoying a product or
service. This is established as a key factor in the
customer’s future actions, including loyalty.
To ensure customer satisfaction, a company must
ensure the quality of its products and services. In this
context, quality alone leads to contented customers,
representing a mindset that goes beyond simply
troubleshooting for them (Horovitz, 1998). For this
reason, it’s essential to assess customer satisfaction
in every interaction with the company, on a
transactional basis. This evaluation of satisfaction
or dissatisfaction can be advantageous as it’s directly
linked to specic experiences or actions, enabling
the identication of areas for improvement in a
more precise and eective manner. Customers
can experience varying levels of satisfaction; if
the performance of the product or service meets
expectations, the customer will be satised, while if
it exceeds those expectations, the customer will be
highly pleased (Lamb, Hair y McDaniel, 2011).
This study assesses how viewers perceive the quality
of television services using the Service Performance
(SERPERF) model. In recent times, businesses have
come to realize that the contentment consumers
feel toward their products and services presents
a signicant competitive edge in the market.
This advantage enables them to retain customer
preference and maintain a strong market position.
Ensuring customer satisfaction has become a
challenging endeavor for companies, given that
consumers have grown increasingly demanding.
Simultaneously, they exhibit curiosity and
discrimination while prioritizing product quality
attributes, such as reliability, responsiveness,
empathy, tangible features, safety, and other related
factors.
Maintaining user satisfaction poses another
formidable challenge due to the intense competition
that an organization may face within a specic
market. This study employs the SERVPERF model
to assess how television services, namely Sky, Dish,
Megacable, and open television, are perceived in
the Isthmus of Oaxaca region. The central inquiry
of this research is as follows: How do customers
evaluate the quality of television services available in
the Oaxaca region of the Isthmus of Tehuantepec?
To address this query, twelve supporting questions
were utilized, and a total of 920 surveys were
conducted among users residing in major cities
within the Isthmus of Tehuantepec, Oaxaca, such
as Ixtepec, Juchitan, Tehuantepec, Salina Cruz,
and Matias Romero. The primary objective of this
study is to ascertain users’ perceptions regarding
the quality of television services provided in the
Isthmus of Oaxaca.
The proposed hypothesis suggests that, overall,
the perception of customers regarding the quality
of television services among the population of the
Isthmus of Tehuantepec in Oaxaca is unfavorable.
Building on the aforementioned premise, this paper
comprises an introduction, a theoretical framework,
an explanation of the research methodology,
subsequent presentation of attained results, and
nally, the provision of conclusions and reective
insights on the study’s ndings.
Theoretical framework
The globalized and complex context in which
companies operate today requires changes in their
customer service. Adapting to new circumstances
is presented as an unavoidable challenge if we
want to guarantee the survival and prosperity of
the Company. The companies have recognized that

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Cruz Celis and Olivares Ramirez. Evaluation of the perception of the quality
of television services in the Isthmus Oaxaqueño, México
El saber de mis hijos
hará mi grandeza”
Facultad Interdisciplinaria de Ciencias Económicas y Administrativas
the satisfactory perception that the client has of
their goods and services represents an important
competitive advantage for the market because it
allows them to maintain their preference and continue
to take possession of that market, maintaining that
satisfaction in the clients for the companies has it
has been a dicult eort to achieve because since
the consumers are increasingly demanding, curious
and discriminating when prioritizing the quality
characteristics of the product through values such
as reliability, responsiveness, empathy, tangible
elements, security, among other things.
Customers service id for organizations one of the
great demands that needs adequate attention to
achieve an impeccable provision of the same. Due
to its relevance, companies make a great eort to
deliver to their clients this set of activities that imply
their nature, to make the user feel pleased and nd it
consistent with the value invested for its acquisition
some factors that inuence the delivery of customer
service, which must be reviewed to establish how
to intervene, to improve these actions. For this
reason, the present work focuses on the perception
of the quality of television services oered in the
Oaxaca Isthmus through the SERVPERF model,
these services are Sky, Dish, Megacable, and
open television through values such as reliability,
responsiveness, empathy, tangibles, and security.
Companies need to understand how to oer a
service that meets their requirements. From the
point of view of the authors Montoya and Boyero
(2013), they establish that the service consists of
the set of experiences resulting from the contact
between the organization and the client, for which it
is considered the best way to generate and adequate
relationship, upon which their survival and success
depend. Leppard and Molyneux (2000) argue that
the company must understand the point of view of
each user, in terms of their particular interpretation
of customer service, since it depends on the dierent
realities of each one. According to them, for some
consumers it consists of having access to the service
when they need it, considering formal aspects
such as compliance with agreed hours, providing
receptivity by listening to their needs, respecting
the fulllment of appointments, oering favorable
demonstrations, among others. For their part,
Aguilar and Vargas (2010) consider that the service
consists of a process or set of actions that generally
surrounds the moment of purchase, for that reason
they are intangible goods that are consumed at the
moment of their production.
There are characteristics inherent to the services,
which are in the same way typical of customer
service and some are described below:
1. Intangibility: According to the authors Zeithaml
and Bitner (2002), it represents the most
outstanding dierence between products and
services, since these are not tangible physical
goods, palpable, possible to be seen or tasted,
an advantage that tangible products have. For
this reason, the services cannot be experienced
before their use, some diculties that the
intangibility implies in terms of the marketing of
the services, are that they cannot be inventoried,
they are processed according to the behavior of
the demand, and they are susceptible to being
imitated. Because they are not patented, they do
not have the possibility of being demonstrated
at the moment and it is dicult to issue verbal
opinions to clients.
2. Comprehensive: All the members of the
organization are responsible for the production
of the service, since each one intervenes in
the nal result that is delivered to the client,
according to Serna (1999). It is for this reason
that harmony is very important in the processes
of the company from one area to another,
internal communication, compliance with
the times established in the general chain of
the organization, because they work as an
integrated group.
3. Simultaneous production and consumption:
García (2016) points out that, regarding the
marketing of services, three limitations are
observed: rst, there is diculty in generating
them massively; secondly, its quality depends on
the way it is developed at the moment in front of
the client, who tends to get involved, positively
or negatively, generating in some cases dicult
users. In addition, for Serna (1999), the service
is a process where the provider is also part of its
production and, therefore, cannot be separated
from it.
4. Perishable: The services, considering their very
nature, cannot be preserved, stored, returned, or
resold. Once obtained, they are consumed and,

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therefore, exhausted. Serna (1999) states that
customer service is produced and consumed
instantly.
5. Satisfaction: As Serna (1999) explains, the service
is produced and consumed instantly. Therefore,
to a great extent, their satisfaction will depend
on the way in which that opportunity is taken
advantage of, as well as the eciency with which
it is produced and oered to the user.
6. Added value: From the point of view of Zeithaml
and Bitner (2002), a tendency prevails in the
users of the services, in terms of involving the
attributes or components of the same when they
discuss its value because for them it is important
what received based on what was paid.
Regarding the SERVPERF model, the model was
born as a result of the investigations carried out by
Cronin and Taylor (1992) in eight service companies.
The proposal was to validate an alternative
method to assess perceived service quality and the
signicance of the relationships between service
quality, customer satisfaction, and intentions to
repurchase.
Based on a series of questionnaires, they contrasted
the measurement of quality made through the
discrepancy between expectations and perceptions
of consumers and that made only with the
perceptions or attitudes of the same. The 22 items
proposed by SERVQUAL were used, suggesting
on the one hand to apply SERVQUAL and on the
other to measure quality only with the perception
test proposed by this model. As discussed in the
literature review and according to the tests carried
out by Cronin and Taylor (1992), the SERVPERF
scale seems to closely conform to the implications
on attitudes and satisfaction.
In this way, it is stated that SERVPERF will have
a better acceptance because the measurement
exclusively of the perception of performance reects
more accurately the reality of the service provided.
As a result, they obtained that:
1. The quality of service is an antecedent of
customer satisfaction.
2. Customer satisfaction has a signicant eect on
customer purchase intention.
3. Service quality has less eect on purchase
intention than customer satisfaction.
They deduce that the SERVQUAL model of
Parasuraman, Zeithaml and Berry (1988), is not the
most adequate to measure the quality of the service
due to the deciencies analyzed.
Assuming that service quality and satisfaction are
dierent constructs, the most common acceptance
of the dierences between both elements is that
perceived service quality is a form of attitude, a global
evaluation, while satisfaction is the measure of a
specic transaction. The treatment of expectations
as expected is based on the consumer’s experiences
with a specic type of service organization.
Hence, Cronin and Taylor (1992) state that the service
literature has confused the relationship between
consumer satisfaction and service quality. This
distinction is important for both service managers
and researchers because providers need to know
whether or not what consumers expect corresponds
to the level of provision, or whether or not they are
satised with the highest perceived quality. The
importance of this result has been a serious eort
to clarify the relationship between satisfaction and
service quality.
Frías (2007) points out that the relationship between
service quality, customer satisfaction, and purchase
intentions is still unexplored. Figure 1 brings
together the fundamental dierences between the
paradigms that support one or the other model.
In 1992, Joseph Cronin and Steven Taylor strongly
criticized the SERVQUAL model because they
considered that the scale does not t all classes of
services, and suggested that service quality should
be measured based on attitudes. Thus, as a result
of their research, an alternative scale called Service
Performance (SERVPERF) emerged. As seen in
Figure 2, this model is based on perceptions of service
quality from the ve dimensions of service quality:
reliability, responsiveness, empathy, tangibles, and
safety. Although the authors are based on the Service
of Quality model (SERQUAL), they only focus on
measuring perceptions, excluding expectations
because they consider that they are external factors
that can bias the perception of service beneciaries
(Álvarez, 2015).
Figure 2 refers to the performance of the provider
in the service encounter, which allows the quality
of the service to be objectively measured. In the
representation, you can see the ve dimensions
proposed by Cronin & Taylor that group the 22 items
dened to assess perception.

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Cruz Celis and Olivares Ramirez. Evaluation of the perception of the quality
of television services in the Isthmus Oaxaqueño, México
El saber de mis hijos
hará mi grandeza”
Facultad Interdisciplinaria de Ciencias Económicas y Administrativas
Methodology used
Ibarra and Casas (2015) argue that the Servperf
model is optimal for achieving the research
objectives because the interviewee takes less time to
answer the questionnaire since they are only asked
once for each item; interpretation and analysis
work is simple. In addition, although the opposite
might be thought, with this model no information
is lost, since the incorporation of a question on
global satisfaction related to the service or product
makes it possible to analyze the contribution of the
remaining items to the level of global satisfaction
achieved. On the other hand, the specic aspects
that are subject to assessment must be the result of a
prior study of expectations, carried out by applying
qualitative techniques.
As explained before, the SERVQUAL and SERVPERF
models incorporate 22 items, although this number
can be considered as the maximum number of
attributes to introduce in the quality analysis to be
carried out. According to the theory, it is advisable
to manage between 10 and 12 items, because it is
convenient that the number of items is adapted to
Figure 1. Paradigms that support Quality Management in Services.
SERVMAN
IMAGE
SERVQUAL
EDES
OUTPUT
OUTPUT
Quality
Expectation
SERVPERF
Discrepancies
Delivery
process
Perceived
Percepctions
Source: Frías (2007)
Figure 2. Graphic representation of the SERVPERF
model
Source: Adapted from Losada & Rodríguez (2007)










Perceived service
Perceived Sevice
Quality
Answers capacity
Tangible
elements
Security
Empathy
the specic needs of each study (Jaráiz and Pereira,
2014). Taking into account the above considerations,
a 12-item instrument was designed to be applied
in the study (Table 1) similar to that of Calabuig,
Quintanilla, and Mundina (2008), Rodríguez et al.
(2003), Torres and Luna (2017) applied an adapted
model of the SERVPERF of 12 items to assess the
perception of the quality of television services. The
rst two questions measure the tangible elements,
the next two the reliability criterion, questions
ve and six the responsiveness, questions seven
and eight assess the security dimension, questions
nine and ten assess empathy. Question 11 allows us
to know the company that provides the television
service, and question 12 qualies the quality of
the signal. The respondent’s age, sex, marital
status, educational level, and occupation were also
documented.
Likewise, each dimension variable was constructed
with the average of the variables within each criterion.
Regarding the scale, the long numerical one (0 to
10) was used, since it incorporates advantages over
others, such as the Likert scale, which, despite
being easy to understand, is not very precise in
Figure 1. Paradigms that support Quality Management in Services.

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terms of the score assigned to each element. In the
scale used, zero represents the minimum degree of
assessment by the user of banking services and 10 is
equivalent to the maximum degree of assessment.
The convenience of using the numerical scale
0-10 with respect to 1-10 lies in the fact that its
midpoint is number ve, in addition to the fact that
sometimes clients who are very dissatised with the
service want to value zero and it makes it possible
to obtain percentages of the scale directly (Jaráiz
and Pereira, 2014). The connection between this
scale and the one employed in education is readily
apparent, wherein grades 6, 7, 8, 9, and 10 signify
passing marks, while scores below 5 indicate failure.
Consequently, we will establish a correlation using
the terms adequate, satisfactory, commendable,
outstanding, and exceptional, respectively.
The quantity of customers to be included in the
survey was established using a simple random
sampling approach for proportions, with the
aim of maintaining a maximum margin of error
in estimation of 5% (e = 0.05) and a condence
level of 95% [100(1 − α) % = 95%], while assuming
an exceedingly large population. The formula
employed for determining the sample size aligns
with equation 1:
n = Z21−α/2 pq / e2 Equation 1
Where Z21−α/2 represents the 1 − α/2 quantile of the
standard normal distribution, e stands for the highest
acceptable error, p signies the probability of possessing
the sought-after characteristic, and q = 1 − p. Since the
precise value of probability p is unknown, the decision
was made to account for the maximum variance, which
arises when p = q = 0.5. For a condence level of
95%, the quantile Z21−α/2= 1.96. By employing the
computations using equation 1, the smallest required
sample size for estimating proportions is obtained;
for instance, the sample size needed to estimate the
proportion of users perceiving the service as excellent
is 920 users. Likewise, since there are ve more
populated cities in the region studied (Ixtepec, Juchitán,
Tehuantepec, Salina Cruz, and Matías Romero), it was
planned to obtain at least 920/5 = 184 surveys per
population, thus ensuring representativeness by city.
The information collection was carried out on business
days. It is noteworthy that, although the information
was collected according to simple random sampling for
proportions since in the rst instance the proportions
of the dierent ratings that users gave to the service
received would be estimated, the analysis of the
random sample collected was more It was broad and
included a subpopulation study according to age, sex,
marital status, degree of study and occupation of the
respondent. To evaluate the reliability of the instrument
used (table 1), Cronbach’s alpha (Cronbach, 1951) was
used, which is determined by equation 2:
α = K
/ (K-1) Equation 2
Where S i
2
is the variance of item i, S2
t is the variance
of the totals and k is the number of items. If the
items are combined additively and measure the
unobservable characteristic in the same direction,
then the items are strongly correlated and thus
we have a reliable instrument. In such a case the
coecient α tends to the value 1. In contrast, α
tends to zero if the items are independent or weakly
correlated. This indicates that the instrument is not
reliable, since it extracts information via unrelated
questions, leading to erroneous conclusions.
Taking into account the above considerations, a
12-item instrument was designed to be applied in
the study (Figure 3). The rst two questions assess
tangible elements, the next two reliability, the next
two responsiveness, question seven and eight the
security dimension, question nine and ten empathy,
question 11 lets you know the company that lends
you the television service, and 12 rates the quality
of the signal. The respondent’s age, sex, marital
status, educational level and occupation were also
documented.
Figure 3. Items of the perception survey about the
quality of television services
1. The company’s employees have a neat appearance
2. The physical facilities of the company are visually attractive
3. The company performs the service well the rst time
4. When a customer has a problem, the company shows a sincere interest
in solving it
5. Company employees provide prompt service to their customers
6. The employees of the company are always willing to help their
customers
7. Company employees are always friendly to customers
8. Employee behavior conveys trust to your customers
9. The company cares about the best interests of its clients
10. The company has convenient working hours for all its clients
11. What phone service do you use?
12. How do you rate the quality of the signal?
Souce: Self made

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Cruz Celis and Olivares Ramirez. Evaluation of the perception of the quality
of television services in the Isthmus Oaxaqueño, México
El saber de mis hijos
hará mi grandeza”
Facultad Interdisciplinaria de Ciencias Económicas y Administrativas
Results
Table 1 shows the characteristics of the respondents
by municipality and sex, in total there were 920
participants 528 men and 392 women in the 5 most
populated cities of the Oaxacan Isthmus, Mexico.
Table 2 shows the total education in percentage,
36.73% of participation are those who studied high
school, this is the highest percentage followed
by 23.69% who studied secondary school. Table
3 shows the structure of the sample by age group
in percentage, the highest participation group is
between 20 to 29 years of age with 29.02%, followed
by the group of 30 to 39 years of age with 25.67
%. Table 4 presents the structure of the sample
by occupation in percentage, people with a job
obtained the largest percentage, this being 49.67%.
City Man Woman
Juchitán 121 70
Salina Cruz 127 86
Tehuantepec 127 73
Matías Romero 86 70
Ixtepec 67 93
Total 528 392
Table 1. Participation by gender
Source: Self made
Source: Self made
Source: Self made
Education None Elementary Junior
High
High
School University
Master
degree/
Doctorate
% 0.65 18.15 23.69 36.73 19.13 1.63
Table 2. Total education in percentage
Age 18-19 20-29 30-39 40-49 50 or more
%0.32 29.02 24.67 21.84 24.13
Table 3. Structure of the simple by age group in
percentage
Instrument reliability
The results achieved when calculating Cronbach’s
alpha with the 12 items of the applied instrument,
a value of 0.982 was obtained and Cronbach’s
alpha based on the typied elements is .970, this
leads us by the hand to think that the instrument
designed to measure the perception of the quality
of television services is reliable. Now, by dimension,
Cronbach’s alpha was 0.985 for the tangible element,
.978 for the reliability, responsiveness, and security
elements, and for the empathy element. According
to Hernández Sampieri et al. (2010, p. 302), alpha
values greater than 0.5 correspond to an instrument
with medium reliability, and values greater than
0.75 refer to acceptable reliability. For our research,
the ve measured elements obtained values greater
than 0.75.
Results on the perception of the quality of
television services throughout the region
Based on what is stated in the methodology
regarding the measurement of the results obtained
from the respondents, tables 5 to 9 show the ve
dimensions of the quality of television services
by region: tangible element, reliability element,
responsiveness, security element, and empathy
element. Table 10 presents the average of the ve
elements.
The tangible element (Table 5) 60.81% of the
participants gave a passing grade against 3.46%
disapproval, 35.6% do not have a television at home;
the reliability element (Table 6) presents 57.82%
approval against 6.43% disapproval, 35.74% do not
have a TV at home; In terms of response capacity
(Table 7), 55.15% approved the service provided and
only 9.19% disapproved, 35.64% do not have TV;
Regarding the security element (Table 8), it obtained
57.38% approval and 6.96% disapproved, 35.64% do
not have TV; Regarding the empathy element (Table
9), 56.04% approved the service and only 8.30%
failed it, 35.64% do not have TV; Finally, the average
obtained (Table 10) of the ve elements, 57.44%
approved the service and only 6.87% disapproved,
35.64% do not have a TV at home.
Occupation Housewife Employee Professional Student Entrepreneur Retired Unemployed Other
%16.84 49.67 6.52 7.06 5.54 5.89 4.34 4.13
Table 4. Structure of the simple by occupation in percentage
Source: Self made

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Table 5. Average of the 5 elements
< = 5 >= 6 Does not apply
Tangible 3.46% 60.81% 35.71%
Reliability 6.43% 57.82% 35.74%
Response capacity 9.19% 55.15% 35.64%
Security 6.96% 57.38% 35.66%
Empathy 8.30% 56.04% 35.64%
Average 6.87% 57.44% 35.67%
Source: Self made
Analyzing the perception of the quality of television
services by city surveyed, we can see that in terms of
the tangible element by city (Table 6) Tehuantepec
and Ixtepec more than 64% of the participants give
it passing grades, in Matías Romero 42%. of the
participants do not have a TV at home; Regarding
the reliability element (Table 7) Tehuantepec and
Ixtepec, more than 60% of the respondents give it
passing grades; Regarding the response capacity
element (Table 8), Tehuantepec and Salina Cruz,
more than 58% of the participants give passing
grades; Analyzing the security element (Table 9)
50% of all respondents give passing grades, in the
case of Salina Cruz only 2.11% give failing grades;
Finally, regarding the empathy element (Table 10)
Tehuantepec, Salina Cruz, Ixtepec and Juchitán,
more than 54% of those surveyed give passing
grades, only 3.5% of those surveyed in Salina Cruz
give failing grades.
City < = 5 >= 6 Does not apply
Juchitán 2.88% 58.64% 38.48%
Salina Cruz 0.94% 62.21% 36.85%
Tehuantepec 2.50% 65.00% 32.50%
Matías Romero 3.21% 54.17% 42.63%
Ixtepec 7.81% 64.06% 28.13%
City < = 5 >= 6 Does not apply
Juchitán 6.28% 55.24% 38.48%
Salina Cruz 2.82% 59.86% 37.32%
Tehuantepec 4.75% 62.75% 32.50%
Matías Romero 7.37% 50.32% 42.31%
Ixtepec 10.94% 60.94% 28.13%
Table 6. Tangible element tangible by city
Table 7. Reliability element by city
City < = 5 >= 6 Does not apply
Juchitán 9.95% 51.83% 38.22%
Salina Cruz 3.99% 58.92% 37.09%
Tehuantepec 6.50% 61.00% 32.50%
Matías Romero 9.62% 48.08% 42.31%
Ixtepec 15.94% 55.94% 28.13%
Table 8. Response capacity by city
City < = 5 >= 6 Does not apply
Juchitán 3.40% 58.38% 38.22%
Salina Cruz 2.11% 60.80% 37.09%
Tehuantepec 4.75% 62.75% 32.50%
Matías Romero 8.01% 49.68% 42.31%
Ixtepec 16.56% 55.31% 28.13%
Table 9. Security element by city
Source: Self made
Source: Self made
Source: Self made
Source: Self made
Source: Self made
Source: Self made
City < = 5 >= 6 Does not apply
Juchitán 6.81% 54.97% 38.22%
Salina Cruz 3.52% 59.39% 37.09%
Tehuantepec 6.25% 61.25% 32.50%
Matías Romero 10.26% 47.44% 42.31%
Ixtepec 14.69% 57.19% 28.13%
Table 10. Empathy element by city
Public Access 31.18%
Megacable 45.69%
SKY 12.88%
Dish 6.38%
None TV 3.87%
Table 11. Television service used
Table 11 shows the TV service used in percentage
used by respondents throughout the region of the
Oaxaca Isthmus, rst with 45.69% of respondents
Megacable and second with 31.18% use open TV,
third with 12.88 % use SKY, in fourth place with
6.38% use Dish and those who do not have a TV
are 3.87% of the respondents; Table 12 shows the
TV service used by city, with the respondents from
Tehuantepec and Ixtepec occupying the rst place
with 53%, they are the ones that most use the service
oered by Tele Cable and in second place with 47%
of the respondents are those from Salina Cruz using
Cable TV.

e-74
Cruz Celis and Olivares Ramirez. Evaluation of the perception of the quality
of television services in the Isthmus Oaxaqueño, México
El saber de mis hijos
hará mi grandeza”
Facultad Interdisciplinaria de Ciencias Económicas y Administrativas
City None
TV
Public
Access Megacable SKY Dish
Juchitán 3.14% 37.17% 43.46% 12.04% 4.19%
Salina Cruz 2.83% 33.96% 47.64% 8.96% 6.60%
Tehuantepec 2.00% 31.00% 53.00% 8.00% 6.00%
Matías
Romero 7.64% 33.12% 31.21% 22.29% 5.73%
Ixtepec 3.75% 20.63% 53.13% 13.13% 9.38%
Average 3.87% 31.18% 45.69% 12.88% 6.38%
City < = 5 >= 6 Does not apply
Juchitán 14.14% 82.72% 3.14%
Salina Cruz 13.68% 83.49% 2.83%
Tehuantepec 16.00% 82.00% 2.00%
Matías Romero 22.93% 69.43% 7.64%
Ixtepec 18.13% 78.13% 3.75%
Average 16.97% 79.15% 3.87%
Source: Self made
Source: Self made
Table 12. Television service used
Regarding the quality of the television signal oered in
the region, table 13 presents the results, 79.15% gave
passing grades and only 16.97% gave failing grades,
3.87% of those surveyed do not have a television; the
results obtained by city: we can point out that more
than 82% of those surveyed in Juchitán, Salina Cruz,
and Tehuantepec gave passing grades as a good sign,
only 22.93% of those surveyed in Matías Romero
gave failing grades, these being the city with the most
problems in the received television signal.
Table 13. Signal quality
In the analysis of the perception of the quality of the
services of the ve elements evaluated, the tangible
element obtained an approval rating greater
than or equal to six, with 60.81% approval, the
responsiveness element only 55.17% gave a rating
greater than or equal to six. In general, we can state
that television service customers approve of what
companies oer them since the general average
obtained is 57.44% of those surveyed gave a rating
greater than or equal to six.
The failing result of less than ve was obtained from
the ve elements evaluated, the tangible element
reached 3.46%; in the reliability element, 6.43% of
the respondents qualied with failing evaluations
less than or equal to ve.
Regarding the analysis by city, the participants
in Tehuantepec always gave the highest ratings in
the ve elements: the tangible element 65%, the
reliability element 62.75%, the responsiveness
element 61%, the security element 62.75% and, the
empathy element, 61.25% gave scores greater than
or equal to six.
Carrying out the analysis of the poorly evaluated city,
Matías Romero gave the lowest scores: the tangible
element, the reliability element, the responsiveness
element, the security element, and the empathy
element reached 42.30% of the participants giving
lower scores or equal to ve.
To remain among the consumers’ preference, the
quality of customer service is one of the key points,
79.15% of those surveyed gave ratings greater than
or equal to six, approved the quality of the television
signal received, stating that they are satised with
the service oered.
Ibarra and Casas (2015) said that the importance of
quality acquired in services has allowed broadening
the spectrum of the term of the dimension of
excellence, which in response to the fulllment of
the requirements and needs of the clients, as well
as to the correct orientation of the results obtained
after an evaluation, in order to contribute to the
continuous improvement of the processes and
procedures that give meaning to the service that
companies provide to their clients and/or users.
The measurement of excellence in services has
made it possible to contribute to the achievement
of the strategic objectives of organizations that
Conclusion
As per all gathered data, 64.95% of those surveyed
hire a television service, this percentage is
distributed as follows: 45.69% Megacable, 12.88%
Sky and 6.38% Dish, 31.18% use the open television
service and 3.87% do not have a television this is
35.05% of those surveyed do not hire a television
service.
Consumers who do not complain about poor service
received may choose to go with the competition and
carry out a negative communication process with
respect to the company.

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participate in a specic sector, as part of the large
service industry.
The current globalization of markets has led
companies to a growing and dynamic competition
and therefore has profoundly changed business
practice. The customer is the predominant gure
and is required to be satised with the service
oered, so you have to provide the product that he
wants. The client is a source of strategic information
on the quality of the product or service; therefore,
knowing in depth the needs of the consumer, as
well as nding the best way to satisfy them with
appropriate strategies in a time of changing markets,
are vital issues for the survival and prosperity of
organizations.
The perception of the quality of the services
according to the ve elements evaluated indicate
higher levels of satisfaction than dissatisfaction,
however, improvement processes must be developed
since clients always demand better services, for this
reason, it is necessary to adopt service approaches
to the customer with a long-term vision and
incorporate quality models aimed at exceeding
customer expectations.
Cruz, González y Valenzo (2021) suggest that
enhancing organizational competitiveness can be
achieved by focusing on customer satisfaction, which
plays a crucial role in shaping models that gauge the
alignment of company products and services with
customer expectations. Our research highlights
that the assessment of service quality across the ve
key dimensions indicates higher satisfaction levels
rather than dissatisfaction. However, it is imperative
to instigate improvement processes, as customers
consistently strive for optimal service experiences.
Ramos et al. (2020) state that the Servperf model
provides a means to assess the quality level of
service-oriented companies, leveraging client
feedback to devise eective strategies that mutually
benet both the company and its customers. In
our scenario, the residents of Matías Romero
require alternative strategies due to their negative
evaluations of the provided service.
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