Gestión Comunicacional y la imagen corporativa en la Cooperativa de Transporte Cueva Santa del Cantón Pelileo

Abstract

The development of the present topic of Research based on the "Communicational Management and Corporate Image in the Cooperativa de Transporte Cueva Santa del Cantón Pelileo”, was achieved with the collaboration of partners and executives of the institution. Currently the communication management provided by the institution is empirical, which has some shortcomings that can be corrected over the course of the months in the transport area in the Pelileo Canton. In the same way, the image projected by the entity to the public is scarce, due to the lack of a logo or brand that identifies it as a transport cooperative, for this reason it is of the utmost importance that the institution take measures in this regard, and In this way, we can position the corporate image of the institution in the user's imagination. Once the research was carried out, it was found that the communicational management and corporate image of the institution was deficient, that is why it was proposed to design a communication plan with the aim of improving communication processes and strengthening the institutional image of the Transport Cooperative. Cueva Santa, through communication, marketing and advertising strategies. In addition, it is important that the institution measures the levels of satisfaction of its customers in order to have knowledge of the requirements of users every time they use the transport service.