Study of citizen satisfaction and loyalty in the urban area of Guayaquil: Perspective of the quality of public services applying structural equations.

This study investigates the satisfaction and adequacy of citizens through the expected quality and perceived quality in the areas of planning and territorial viability, experience in the provision of municipal services and citizen experience in environmental issues, in order to provide tools for territorial decision making for the citizens' well-being. In our research PLS software is used for the analysis of hypotheses. A questionnaire was delivered to a sample of 521 citizens, representing the spectrum of the population, and the statistical study of the responses yielded results on citizen satisfaction and loyalty. Our research includes the study of moderating effects on the causal ratio of perceived value and satisfaction in territorial planning and viability, the perceived quality in the provision of municipal services and the perceived quality in the citizen experience in the environmental management of the territory on the value relationship perceived by the citizen and general satisfaction. A second objective of the study is to see if there are significant differences in the hypotheses raised by gender by performing a multigroup analysis. This difference has been appreciated in two of the hypotheses. The study shows that the policies exercised by the territorial managers of the different areas have a significant influence on the value perceived by citizens, satisfaction and loyalty, which shape their general well-being. Areas for improvement in territorial policies and municipal services such as citizen security, air quality, public lighting and sports services have been identified. Knowing these shortcomings allows politicians to focus their efforts on improving the quality of life in cities.

Loyalty in Heritage Tourism: The Case of Córdoba and Its Four World Heritage Sites.

The aim of this research is to study visitor loyalty at a destination with heritage sites and to use the results to improve the competitiveness of the destination. This study used the SPSS AMOS software with a model of structural equations to evaluate the proposed hypotheses. A questionnaire was given to a sample of 428 tourists who visited the heritage sites in Córdoba. The management of any World Heritage City needs to know about the visitors' experience at the destination, which includes their expectations for the trip, expected quality of the destination, satisfaction with the destination, and how these affect visitor loyalty to the city, because it is important to get the visitor to recommend, and return to, the destination. In the case of Córdoba, the research has proven that visitor loyalty depends on visitor satisfaction with the destination, which depends on the perceived quality and value of the visit. In addition, the following areas for improvement have been identified: improvement of the information about the destination, improvement of waiting times and the professionalization of specialized tour guides at heritage sites. Therefore, the findings are important for city managers in order to be able to take actions which increase the loyalty to, and competitiveness of, the city compared to other similar destinations with heritage sites.