The objective of this research was to analyze the quality of the services offered by the Guayaquil land terminal to citizens. The scope of the article is descriptive, non-experimental and mixed-approach, since quantitative and qualitative tools were implemented. Data were collected through surveys of 385 citizens who use the services provided by the terminal and interviews were conducted with customer service experts. The results revealed that in general users are satisfied with the services, although areas of improvement were identified, such as maintenance and cleaning of bathrooms, punctuality and safety of buses, improvement of waiting rooms. Although most services are considered acceptable, it is recommended to implement specific improvements to fully meet user expectations and strengthen the terminal's reputation.
Paredes et al. (2025) studied this question.