Minibuses during rush hour and impact on Peruvian Andean university loyalty

This study analyzes the impact of the minibus service during peak hours on the loyalty of Andean university students in Peru, considering public transportation as an essential link between rural and urban communities. The aim is to understand how service quality influences student loyalty and to identify key areas for improvement. From a quantitative approach and with a cross-sectional design, data were collected from 255 university students in Huaraz using a questionnaire based on the SERVQUAL model and the Net Promoter Score (NPS), evaluating dimensions such as security, empathy, and tangible aspects through a Likert scale. For data analysis, the PLUM procedure (ordinal logistic regression - OLR) was employed, allowing the examination of the relationship between service quality and student loyalty. The results indicate that service quality has a significant impact on student loyalty, with safety being the most determining dimension. Deficiencies are identified in sensitivity towards cultural identity and inclusion in treatment, aspects that negatively affect the perception of the service. These areas of opportunity highlight the need for improvements in accessibility and safety to enhance the user experience. The study emphasizes the importance of implementing strategies that promote safer, more accessible, and inclusive public transportation. Safety emerges as a key factor for student loyalty, highlighting the urgency of policies that improve the perception and experience of the service. In practical terms, the findings suggest that collaboration between local governments, transportation companies, universities, and the police is essential to ensure the safety and accessibility of transportation during peak hours. Likewise, promoting an inclusive and quality service can contribute to student loyalty, strengthen social cohesion, and ensure equitable access to education in the Andean regions.