Browsing by Author "Esquivel Valverde, Angel Francisco"

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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.
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    Percepción de la calidad en el servicio en la compañía de taxis ejecutivos “Cotamigralat” en el año 2022-2023.
    (Ecuador : Latacunga: Universidad Técnica de Cotopaxi (UTC), 2023-08) Ullco Cunuhay, Natalia Estefania; Amagua Tashiguano, Dennis Javier; Esquivel Valverde, Angel Francisco
    Debido a las nuevas exigencias que existen en la calidad de servicio, las empresas y organizaciones deben mejorar las habilidades y conocimientos en los empleados, ya que de ellos depende la permanencia en el mercado competitivo, de tal manera que el objetivo de esta investigación es medir el nivel de calidad de servicio mediante la percepción de los clientes que utilizan el servicio de la compañía de taxis ejecutivos “Cotamigralat”, que se encuentra ubicada en la ciudad de Latacunga provincia de Cotopaxi, el método investigativo que se aplico tuvo un enfoque cuantitativo con un diseño deductivo, de corte transversal, se aplicó la técnica de la encuesta con una escala de Likert donde; 1 es muy en desacuerdo (nivel más bajo), y 5 muy de acuerdo (nivel más alto), con el modelo SERVERPERF de Conín & Taylor(1994), que se divide por dimensiones como: tangibilidad, confiabilidad, capacidad de respuesta, seguridad y empatía, con la medición de 22 ítems basadas en la percepción de una muestra de 235 clientes que hayan solicitado el servicio de taxis de la compañía “Cotamigralat”, los datos fueron recolectados y tabulados en el Software SPSS, como resultado se mostró que en las preguntas de las dimensiones de tangibilidad y confiabilidad existen más inconformidades por parte de los usuarios en el servicio prestado, por ende en el informe de investigación se implementó estrategias adecuadas en base a las preguntas con mayor inconformidad para mejora la calidad de servicio.
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    “Plan de Marketing para San Juan Supermarket & Panadería”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Guachamin Yugcha, Carla Lisbeth; Urcuango Gualotuña, Carmen Mishell; Esquivel Valverde, Angel Francisco
    The marketing plan is a fundamental tool for commercial businesses, it includes market analysis and serves as a guide to coordinate and execute marketing activities. Based on these fundamentals, the general objective of this research project is to design a marketing plan for San Juan Supermarket & Bakery. To achieve this, a quantitative approach has been taken, allowing the application of a survey directed to 325 people, each of the dimensions of the 4 P's of marketing was evaluated through a Likert scale, resorted to a descriptive research that will allow a future forecast, taking into account the deductive method to analyze and conduct a thorough review of the problems, having a solid foundation as the bibliographic design to understand the context, the use of cross matrix generating strategies through the cross SWOT. One of the main weaknesses was the lack of interaction in social networks. This shortage has caused many customers are not informed about special offers and discounts offered. concluding that this project, has highlighted the diversity and complexity, providing a solid basis for strategic decision making, in order to implement parking, activity in social networks, psychological pricing, staff training, membership card among others.
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    “Publicidad en relación a la rentabilidad de la empresa MULTISA CAD”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Vasco Campoverde, Iveth Estefanía; Esquivel Valverde, Angel Francisco
    The objective of the research project is to analyze the relationship between Advertising and Profitability of the company MULTISA CAD-Matrix, Wholesale sector, the study has a quantitative approach that will allow to analyze and interpret results through the collection of financial data, taking into account the descriptive level that was used by the figures and percentages of the calculations that help to understand the impact generated by the investment in sales, in turn the analytical method served for the understanding of the administrative aspects, revealing significant relationships between variables, ensuring robust and applicable results, starting from secondary sources thanks to the Observation technique that enables a visualization of the collection of information through the Record card in which the last 5 years of the company starting from the year 2019 to 2023, where the contribution to profits and sales will be demonstrated, therefore, no sample will be calculated for the work, the results obtained show a significant difference between the variables through the statistical method ANOVA (Analysis of Variance) and Spearman's Correlation Coefficient. Thus concluding that by selecting a solid theoretical framework has allowed validating key indicators and accurately assessing the impact of advertising on profitability through the analysis of the current situation that demonstrates that marketing investments are crucial for financial success, facilitating strategic adjustments based on data for the development of an action plan that optimizes digital advertising and redistributes the budget that ensures a higher return on investment and sustainable growth for MULTISA CAD.