<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782023000200002</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Riesgo, calidad del servicio y recomendación boca en boca de pacientes Covid 19 hospitalarias]]></article-title>
<article-title xml:lang="en"><![CDATA[Risk, Quality of Service and Word of Mouth in patients Covid 19 in Hospitalization]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santarriaga Pineda]]></surname>
<given-names><![CDATA[María de los Dolores]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mercado-González]]></surname>
<given-names><![CDATA[Julieta]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Soto Ramírez]]></surname>
<given-names><![CDATA[Francisco Carlos]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Colima  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Anáhuac  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Colima  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>52</volume>
<numero>132</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782023000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782023000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782023000200002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo fue examinar la influencia positiva de la evaluación favorable del ambiente físico y de la calidad de servicio en la disminución del riesgo percibido y el impacto en la recomendación de boca en boca en los hospitales durante la Covid-19. En el método se consideró un enfoque cuantitativo, descriptivo, correlacional exploratorio, usando una encuesta en línea se obtuvo una muestra válida de 328. Las hipótesis se probaron con modelo de ecuaciones estructurales. Los resultados del estudio confirman que, tanto la percepción favorable del ambiente físico, y de la calidad de servicio, disminuyen la percepción del riesgo e incrementan el WOM. Este estudio aporta conocimientos sobre el riesgo percibido y el efecto que tiene el ambiente físico y la calidad de servicio en la recomendación de boca en boca. Las estrategias implementadas, impactaron favorablemente en los resultados. El uso de muestra no probabilística es una limitación del estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective was to examine the positive influence of the favorable evaluation of the physical environment and the quality of service in the reduction of perceived risk and the impact on the recommendation of word of mouth in hospitals during Covid-19. The method was a quantitative approach, with a descriptive correlational exploratory design, an online survey data collection method, a valid sample of 328 was obtained. The hypotheses were tested with a structural equation model. The result of the study confirmed that both the favorable perception of the physical environment and the quality of service decrease the perception of risk and increase WOM. The study provides knowledge about the perceived risk and the effect of the physical environment and the quality of service on the word-of-mouth recommendation, in extreme situations. The strategies implemented had a favorable impact on the variables. The use of a non-probabilistic sample is a limitation of the study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Riesgo percibido]]></kwd>
<kwd lng="es"><![CDATA[Ambiente Físico Percibido]]></kwd>
<kwd lng="es"><![CDATA[Calidad de Servicio Percibido]]></kwd>
<kwd lng="es"><![CDATA[Recomendación de boca en boca]]></kwd>
<kwd lng="en"><![CDATA[Perceived Risk]]></kwd>
<kwd lng="en"><![CDATA[Physical Environment]]></kwd>
<kwd lng="en"><![CDATA[Perceived Quality Service]]></kwd>
<kwd lng="en"><![CDATA[Word of Mouth]]></kwd>
</kwd-group>
</article-meta>
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