Evaluation of Tomato Marketing Service Quality through the Integration of SERVQUAL and the PDCA Cycle for Implementing Continuous Improvement Indicators: A Case Study of the Jitomates Cooperative in La Estancia, Chilcuautla, Hidalgo

Service quality management plays a key role in improving organizational performance and strengthening the competitiveness of cooperatives. However, diagnostic tools must be integrated with continuous improvement procedures that translate service evaluations into measurable actions. This study aimed to develop and implement a management model that integrates SERVQUAL and the Plan-Do-Check-Act (PDCA) cycle to support the implementation of continuous improvement indicators. A case study was conducted at the Jitomates cooperative in La Estancia, Chilcuautla, Hidalgo, using an adapted SERVQUAL questionnaire administered to 30 participants. The diagnostic assessment represented the initial phase of the proposed model and included the evaluation of instrument reliability, overall service perceptions, dimensional performance, and priority areas for improvement. The questionnaire showed high internal consistency, with a Cronbach’s alpha of 0.933. The overall perceived service quality was also high (M = 4.23), with Assurance, Reliability, and Empathy identified as the strongest dimensions. Nevertheless, the findings revealed priority areas for improvement related to documentation, infrastructure, logistics, and communication processes. The proposed SERVQUAL-PDCA model provides a structured approach for transforming diagnostic findings into an indicator-based roadmap for continuous improvement. Its application provides a practical foundation for strengthening service management, supporting organizational development, and enhancing the competitiveness of rural cooperatives.