Tesis - Licenciatura en Mercadotecnia

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Browsing Tesis - Licenciatura en Mercadotecnia by Author "Carranza Puco, Alex Israel"

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    “El marketing sostenible y su influencia en la percepción de los servicios de la empresa EPAGAL de Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Carranza Puco, Alex Israel; Esquivel Valverde, Angel Francisco
    This research project aims to analyze the relationship between sustainable marketing and the perception of EPAGAL’s services in Latacunga, emphasizing the importance of effectively communicating sustainable initiatives to enhance the company’s image and improve user satisfaction. Employing both qualitative and quantitative methods, surveys and interviews were conducted to collect data on citizens’ expectations and opinions. Two key tools were utilized: the Organizational Sustainability Scale to evaluate EPAGAL’s practices in environmental, social, cultural, and administrative domains, and the SERVQUAL model, which assesses perceived service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The findings indicated that 65% of respondents were unaware of EPAGAL’s sustainable practices, and only 30% felt that the company effectively communicated its sustainability initiatives. Additionally, 55% rated the service quality as acceptable, while 15% deemed it unsatisfactory, revealing a significant gap between sustainable practices and public perception. It is recommended that EPAGAL implement clear protocols for collection schedules, provide staff training, and offer updates on service changes. The use of SERVQUAL will facilitate the identification of areas for improvement and necessary adjustments. Furthermore, internal employee training is crucial for effectively communicating the company’s commitment to sustainability, thereby strengthening its image and fostering long-term trust with the community.