Maestría en Dirección de Empresas

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El liderazgo y su incidencia en la gestión empresarial en la Cooperativa de Ahorro y Crédito CACPECO LTDA.
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-05-30) Jiménez Jiménez, Gustavo Vladimir; Terán Guerrero, Fernando Neptalí
Current research efforts are focused on improving the management of people and institutions in a changing environment, innovation and new trends, resulting in a leadership system ranging from classical to contemporary approaches that lead to the application of techniques and general concepts with the respective conditions of each organization to improve work performance by empowering activities of a group, to achieve a common goal in order to transform both the company and the people who collaborate in it, and continues to attract members and positioning itself as one of the best cooperatives in the city. Through the field research, a clear idea was obtained about the need for business management focused on organizational resources, facilitating the dynamization of resources through determined actions, obtaining proactivity where it allows obtaining a sustainable competitive advantage. For the development of the proposal, it was determined the creation of a program for the development of labor leadership, directed to human talent, both to business departments and senior management departments, determining activities to be performed in such trainings, such as the improvement of interpersonal relationships and the strengthening of coaching, this will be applicable specifically in the departments where the lack of leadership is evident, and where the improvement and application of teamwork can be included. The proposal aims to improve the management of the company by its management with the objective of creating a relationship between members and internal customers, in that sense the consistency of the actions will allow an internal commitment to the cooperative and build a good corporate image and improve the attention to the needs or socioeconomic problems of members and customers through the granting of timely loans and the delivery of excellent service.
La gestión empresarial y su incidencia en el nivel de ventas del servicio de internet de las parroquias rurales en el sector sur del Cantón Ambato
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-05-30) López Villarroel, Pamela Mishelle; Terán Guerrero, Fernando Neptalí
La optimización de tiempo de entrega y su incidencia en la satisfacción del cliente en la Empresa Servicueros S.A.
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-05-30) Lema Santamaría, Gabriela Lorena; Terán Guerrero, Fernando Neptalí
The present investigation was carried out in the company SERVICUEROS S.A. is located in the neighborhood of Chipoalo and Gustavo, in the province of Cotopaxi in the Salcedo canton. The objective of the research was to study, determine and analyze the most relevant factors through a field study a broad idea of how a manual of functions helps in improving product delivery obtaining customer satisfaction, as it briefly describes the responsibilities and functions guiding the members of the organization and at the same time, is used as a control instrument for departmental heads directing better strategies to achieve the proposed objectives. This research provides a clear idea of the importance of product delivery, because having a good organization that is reflected through flowcharts will have a better visualization of the process accompanied by good communication from the order taking, throughout the production process, reaching the effective delivery, where the customer will feel that their expectations have been met in timeliness and compliance, ie with the parameters according to the efficient and organized logistics process. Another important factor that was taken into account in the research is transportation and logistics, related to a key factor for success in any organization, gaining much strength today and therefore in the competitive market with the sole goal of satisfying the customer to the maximum, it is not only transfer of raw materials or product from one place to another, is a logistics process that will serve to optimize and transform it, to be differentiating entities and position ourselves in the market. In this way, prioritizing these aspects the customer experience will be satisfactory, achieving the company trust and loyalty, managing the service or satisfactory delivery, maximum productivity and profitability.
La gestión operativa y la inactividad de las organizaciones de la economía popular y solidaria en la Provincia de Tungurahua
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-05-30) Mullo Álvarez, Verónica Paulina; Morales Urrutia, Ximena Alexandra
La transformación digital y la gestión empresarial del sector petrolero
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-06-16) Romero Ortiz, Israel Jhony; Meléndez Tamayo, Carlos Fernando
The digital transformation has come to innovate companies, several experts consider that this process can radically change the Oil & Gas industry; organizations must take advantage of its benefits to define business management strategies that allow them to improve productivity and increase efficiency. But digital transformation is not just acquiring new technology, storing data in the cloud or implementing business management software; It implies, above all, the empowerment of managers, who must be convinced that this process will be successful only with the modernization of operating processes, the change in the way people work and, above all, the commitment of the organization's human talent. The research refers to the impact of the digital transformation on the business management of the Exploration and Production Management of EP Petroecuador; contrasts concepts of the Oil & Gas industry, digital transformation and business management from different academic and professional approaches. Advancing in the study, the information collection instrument was developed, whose reliability was validated through the expert judgment methodology; In addition, the Cronbach's alpha coefficient was applied to measure the consistency and the degree of relationship between the items of the questionnaire. The survey was applied to a sample of personnel from all levels of the organizational structure who were chosen at the convenience of the researcher and their results served as support for the analysis of the current situation of the company. Through Spearman's correlation coefficient, it was found that the variables under study are directly related; Consequently, digital transformation has a positive impact on business management. Finally, solution alternatives were identified, which will allow improving business management using the largest number of digital tools in order to meet the strategic objectives of EP Petroecuador.
La gestión organizacional y la innovación en los emprendedores del sector universitario
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-06-16) López Paredes, María Alexandra; Meléndez Tamayo, Carlos Fernando
Nowadays, innovation has become a fundamental part of business in the world. Companies that manage an adequate organizational management develop their products/services with permanent innovation to achieve insertion in competitive markets and thus achieve the fulfillment of their objectives. The research was conducted with the purpose of analyzing organizational management and its impact on innovation in university entrepreneurs, which begins with the statement of objectives, justification and research background, followed by the methodological process with the application of research techniques such as the survey and interview with their respective instruments, which were applied to 98 entrepreneurial students of the Faculty of Administrative Sciences of the years 2020-2022. The survey instrument was submitted to the validation of expert judgment and the Crombach's alpha was also applied in order to measure the reliability of the questions, which was obtained (0.895), indicating that it was reliable to apply the instrument. The semi-structured interview was conducted with the staff of the Business Seminar, the Coordinator and 5 teachers who have assigned hours, and an interview was also conducted with a professional expert in organizational management. With the data obtained, the analysis and interpretation were carried out to verify the hypothesis, using Spearman's correlation coefficient, establishing that organizational management does initiate entrepreneurs to innovate in products/services. Finally, the most relevant conclusions and recommendations were drawn up, among which the following can be noted: that university entrepreneurs should develop their skills for entrepreneurship based on a correct planning, organization, direction and control of activities. They should also have a business plan to start a business. On the other hand, it is necessary to work with innovation processes at the time of entrepreneurship looking for opportunities where others do not see, using creativity, proposing new marketing strategies, with innovative ideas that allow them to improve products or services to enter the market.
El teletrabajo y su incidencia en la productividad laboral en tiempos de covid-2019
(Universidad Técnica de Ambato. Dirección de Posgrados. Maestría en Dirección de Empresas, 2022-09-21) Zurita Andino, Isabel Francisca; Guerrero Velástegui, César Andrés
This investigation work was carried out in Latacunga City that belongs to Cotopaxi province, in the company Adssoftware Cía. Ltda., creator of the FENIX administrative accounting system, this company has 19 years of experience, it is dedicated to the development and execution of accounting and administrative software for SMEs and MICRO SMEs, with national and international coverage, positioned as the leading company in solutions business in Ecuador. This research analyzes the incidence of telecommuting due to COVID-2019 pandemic, in the productivity of the employees who work in the company and who had to continue with their daily work virtually, taking into account the following Departments as study area: Development, Financial, Commercial, and the Technicians that the company has. Productivity test questionnaires (Chiavenato, 1999) and telework (Ramos et ál, 2020) are being used in this research. These instruments are adapted and validated to measure the two variables in the company through Likert scales. The variable "Productivity" is measured with 24 items; while the variable "Telecommuting" is measured with five dimensions and 37 items. The study follows the quantitative route because the closed-ended questions allow numerical analysis; the design is non-experimental, cross-sectional and with a correlational scope; remarking that the population under study is 26 employees of the company and it had prior authorization from Management. Finally, the data was analyzed in SPSS software version 21 and the degree of association between the variables was established. The hypothesis that was handled for the investigation was, if telecommuting decreased the productivity of the staff that works under the teleworking modality in the company Adssoftware Cía. Ltda., reaching the conclusion that the incidence that telecommuting has with labor productivity does not affect when doing the work virtually, due to the technological business line that the company has.
Diseñar el modelo estratégico de la empresa Extreme proveedores de internet de la ciudad de Ambato determinando las oportunidades y amenazas para el periodo 2022- 2023
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-09-21) Martínez Ocaña, Bolívar Patricio; Abril Flores, Jorge
A comprehensive strategic model is very useful for defining objectives, identifying the drivers of results, allocating available resources to the most influential topics, and facilitating change management and decision-making in periods of change. Therefore, the objective of this research was to design the strategic model of the company Extreme Internet providers in the city of Ambato. As a problem, it is denoted that the company handles its strategic analysis empirically, since they do not have adequate management for the collection of information that allows the definition of the current situation. In addition, a strategic model is not proposed to establish its strengths, weaknesses, opportunities and threats, which, consequently, generates an uncertain level of competitiveness by not knowing how to plan its administrative activities. As a methodological framework, being a descriptive study, it used a survey as an information collection instrument, which had a Cronbach's Alpha reliability coefficient value of 0.88 and was subjected to a validity analysis by experts. The sample consisted of 384 people who represent the economically active population of the province of Tungurahua and to whom the instrument was applied. As results, the current situation of the Extreme company was evidenced, where it is characterized that the majority of the clients are young adults and prefer its services. In addition, the reasons for preference for the company affect the levels of customer satisfaction. Thus, a strategic plan was proposed that covers the current needs of the Extreme company, which has seven steps. Among the conclusions, it is noted that a strategic model supports business management and planning of objectives aligned with the mission and vision of the company, generating a higher level of competitiveness in the market.
Gestión administrativa financiera y su incidencia en la rentabilidad de Ferretería Ayalca en el periodo 2019-2021
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-10-04) Capuz Balladares, Erika Maricela; Morales Urrutia, Ximena Alexandra
The objective was to determine the incidence of administrative and financial management on the profitability of the company "AYALCA" in the city of Tisaleo, in the province of Tungurahua. In order to detect the factors that affect the profitability of the company in order to reduce management shortcomings and propose improvement alternatives for business development. To achieve the objective of the research, it was necessary to diagnose the administrative and financial management that the company currently promotes, for which one of the most recognized qualitative instruments was used, such as the interview, which was carried out according to the role played by each collaborator with the purpose of obtaining the greatest amount of information aligned to the type of management in practice. This process allows knowing the management carried out and based on what factors it implements, if the management they develop is sufficient and if it is applied to the indicated areas for the growth and success of the organization, or if it is necessary to recognize the real needs of the company. Additionally, with the help of the financial area, information was obtained to perform the calculations of the financial statements to show the profitability that it presents in the years of work and analyze the results to deduce the causes that generated an increase or decrease in the profitability indexes, which determine the points to improve and change the inadequate. With the management information currently applied and the calculated profitability indices, we can indicate the factors that influence profitability and determine the incidence of administrative and financial management, which means improving management at strategic points where the company needs. Among the conclusions and recommendations are the strategies and corrective actions for a more efficient management of both material and human resources.
La gestión pública y la sustentabilidad de los negocios turísticos
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-10-05) Silva Barrionuevo, Verónica Gabriela; Guerrero Velástegui, César Andrés
Local governments present weaknesses in their management, due to the lack of awareness about the importance of implementing sustainability strategies. The objective of the study is to determine the influence of public management on the sustainability of the tourism businesses of lodging and transportation in Baños de Agua Santa canton. The methodology has a quantitative, non-experimental, and correlational approach. The study sample consisted of ninety-six managers of lodging and tourism transportation establishments, to whom a survey validated with Cronbach's Alpha with a value of 0.874 was applied and experts in the field. It is necessary to mention the participation of the Department of Tourism of the Municipality of Baños de Agua Santa in the structuring of the instrument through which it was possible to collect the information. The results show that a high percentage of businesses are not involved in the design and implementation of sustainable tourism development plans and projects; 56.3% answered that there is almost never a continuous strategic interaction between the public sector and tourism businesses. Half of the business representatives responded that the frequency of stimulation of business participation in the design of tourism investment projects and strategies is limited. The dimensions of planning coordination, quality and policies of tourism services, tourism information and promotion and finally present statistical means from 1.6458 to 2.4792. There is a significant relationship between the variables that favor the verification of hypothesis H1: "Public management DOES have an impact on the sustainability of the tourism businesses of lodging and transportation in the Baños de Agua Santa city". It is concluded that there are deficiencies in the implementation of public management aimed at sustainable tourism. The results obtained seek to contribute significantly to the strengthening of public management in tourism, as well as the sustainable development of tourism accommodation and transportation businesses in Baños de Agua Santa city.
Gestión organizacional y su incidencia en el servicio al cliente del Banco Internacional de la ciudad de Ambato
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-10-20) Solis Chamorro, Luis Fabián; Meléndez Tamayo, Carlos Fernando
Organizational management is one of the managerial techniques which makes it easier for organizations to be more proactive with regard to the formulation of future scenarios and thus visualize the most likely events, as well as the results that are desired; Even more, so in customer service than within financial entities, it is the process that receives the most attention from the management side. The objective of this research is to analyze the influence of organizational management on Banco Internacional's customer service. The study is of a descriptive-exploratory type, through a quantitative-qualitative approach, where a trend in the results obtained can be obtained; the survey technique was applied and as an instrument a structured questionnaire of 25 questions on a Likert scale; the validation of the instrument was carried out by means of experts and its reliability was verified by means of Cronbach's Alpha with a reliability value of 0.985 at the 15 direct questions of the investigation; The study population was 30 employees of Banco Internacional, who are identified by labour agencies in the city of Ambato. The results obtained from the investigation allowed the identification of the relationship that exists between organizational management and customer.
Sistema de gestión de calidad y la incidencia en la materia prima de los cultivos controlados de la Industria Alimenticia Pérez Vaca INALPEV Cía. Ltda.
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-10-20) Poveda Sánchez, Diego Alfonso; Abril Flores, Jorge Francisco
This research work is focused on the quality management system and the impact on the raw material of the controlled crops of the Pérez Vaca Food Industry INALPEV Cia. Ltda., focused on ensuring the capacity to manage processes in a efficient under quality standards; The objective of the research is to optimize resources through a quality management system (QMS) in the company's controlled crops through the design of an action plan under the necessary guidelines for crop management; A type of descriptive research was applied to the study, since it allowed an analysis of the perception of the study variables such as the quality management system and the raw material of the controlled crops; In addition, an exploratory investigation will be required which allowed to inquire about the objective of the study, the approach was mixed qualitative-quantitative, for which the questions for the instrument that was applied in the investigation were outlined, which consists of 15 items on a scale of I like it. The statistic applied to verify the hypothesis is Kolmogorov Smirnov, where representative questions of the study were taken, obtaining a P value less than 0.05; In the same way, the instrument was validated by Cronbach's Alpha, resulting in 0.824, that is, the questions used in the survey were reliable. The results obtained in the survey show that the design of the action plan optimizes resources within the company. In turn, these processes will allow the products offered by the company to be under quality measures, since quality control is focused on the optimization and improvement of the company, as well as controlling and monitoring the provision of a good service.
La estructura organizacional y su relación con la calidad de servicio en la Coordinación Zonal 3-INEC
(Universidad Técnica de Ambato. Dirección de Posgrado. Maestría en Dirección de Empresas, 2022-10-20) Velastegui Villarreal, Mónica Cecilia; Abril Flores, Jorge Francisco
This research was developed with the objective of analyzing the organizational structure and its influence on the quality of service of the Zonal Coordination 3-INEC in Tungurahua, with the application of good administrative practices. This is due to the fact that the institution is obliged to maintain a solid and effective structure to meet the demands of customers and obtain adequate compliance with objectives and goals. To achieve this purpose, a study with a mixed approach, descriptive and non-experimental design was proposed adequate result of the maximum satisfaction of quality in the client. In addition, the sample was composed of two groups, on the one hand, the employees of the Zonal Coordination 3 of INEC of Tungurahua, since they are the ones who know the organizational structure of the company, and have the continuous dealings with customers; tools that define the functions of each member within the organization, as well as the relationship between departments they also know all the aspects and characteristics of the organization. And, on the other hand, the users of the Zonal Coordination 3 of INEC Tungurahua, since they are the ones who receive the service and therefore are the ones who are in a position to evaluate the quality of the service they receive. A survey was applied to both samples. Thus, it is expected to prove that the organizational structure does have an impact on improving the quality of service in the Zonal Coordination 3-INEC in Tungurahua users of statistical data, based on the application of good administrative practices demonstrated through a bibliographical and field study together with the application of surveys validated by university teachers and the respective descriptive analysis.
LA GESTIÓN EMPRESARIAL Y SU INCIDENCIA EN LAS VENTAS EN LA EMPRESA CENTRO DE COLISIONES CARONE CÍA. LTDA. DE LA CIUDAD DE AMBATO.
(Universidad Tecnica de Ambato,Magíster en Dirección de Empresas, 2022-10-21) Jordán Chávez, Andrea Estefanía; Quisimalín Santamaría, Hernán Mauricio
The Administration is the social body in charge of making resources productive, this is with the responsibility of organizing economic development that reflects the essential spirit of the modern era. People have made plans and pursued goals through organizations and accomplished all kinds of feats for thousands of years. However, management theory is often viewed as a relatively recent phenomenon emerging with the industrialization of Europe and the United States in the 21st century. Over the years, among those familiar with the Administration, a discussion has arisen about the way in which its financial returns can be improved. Some affirm that knowledge of the environment and the industry in which the company is immersed is essential, contrary to others, who consider that the main thing is internal management and the way in which managers approach management. The latter is the one that this research will focus on, since the management skills of managers, organizational processes and internal procedures have been considered, some key elements for the proper functioning and achievement of the objectives of a company. business. Under these principles and an extensive investigation of scientific articles, different investigative works and books on the subject, a diagnosis of the business elements of the company Centro de Lisiones Carone Cía. Ltda. through a survey of its internal customers, 6 employees who validated the most important elements of business management, such as planning, organization, execution and control. In the same way, 150 external clients of the company were surveyed to validate the sales elements, such as supply, demand and customer satisfaction. In this way, results were obtained that allowed us to propose tools that help with the planning and organization of the company.
GESTIÓN EMPRESARIAL Y SU INCIDENCIA EN LA SUSTENTABILIDAD DEL PROYECTO LA VAQUERÍA
(Universidad Técnica de Ambato, Magíster en Dirección de Empresas., 2022-10-25) Cueva Naranjo, Freddy Santiago; Guerrero Velástegui, César Andrés
The management plan for the paramos Pasa with its "La Vaquería" project was carried out by the Union of Peasant and Indigenous Organizations of Pasa UOCAIP, executed by the Ecuadorian Center for Agricultural Services CESA, financed by the Honorable Government of the Province of Tungurahua HGPT and the Páramos de Tungurahua Fund and the Fight Against Poverty FMPLPT, which emphasizes agricultural production in the lower part of the agricultural strip, without forgetting the conservation of natural resources, as they are strategic ecosystems due to their high potential for water regulation. The project "La Vaquería", proposes the care of the high-altitude ecosystem “páramo” in the Province of Tungurahua, based on the initiative of the Indigenous and Peasant Movements of Tungurahua, together with the training and support of the Directorate of Water Resources and Environmental Conservation of the Honorable Provincial Government of Tungurahua (HGPT). The objective is focused on analyzing the impact of business management on the sustainability of the "La Vaquería" project of the Pasa Parish of the Tungurahua Province, it is transcendental to encourage the active participation of the peoples of the Tungurahua Indigenous Movement, Atocha headquarters (MITA), Tungurahua Evangelical Indigenous Association (AIET) and Tungurahua Indigenous Movements (MIT) that live in the paramo area. The approach of the present investigation is quantitative since numerical aspects, statistical methods such as hypothesis testing and statistical analysis are applied, which seek to determine values that can strengthen the collection and treatment of data. This work seeks to identify the axes with which sustainability has a statistically significant correlation. For this, the Pearson correlation coefficient is used with a confidence level of 95% in conclusion, it is appropriate to look at the relationship of the organizational management of "La Vaquería", from the axis of sustainability, it shows a positive and significant correlation with the operational and economic axis. For this reason, it can be concluded that the null hypothesis is rejected, and the alternative hypothesis of this investigation is accepted.
PLAN DE MEJORA CONTINUA EN LA CALIDAD DEL SERVICIO Y ATENCIÓN AL USUARIO EN LA UNIDAD DE MATRICULACIÓN Y REVISIÓN VEHICULAR DEL GAD MUNICIPALIDAD DE AMBATO
(Universidad Tecnica de Ambato,Magíster en Dirección de Empresas, 2022-10-28) Calero Mayorga, Deysi Estefanía; Meléndez Tamayo, Carlos Fernando
The quality of service consists of meeting the expectations that users have when they use some type of service and can be measured from the opinions and impressions that are generated by potential or loyal customers, in the case of source research of study was measured with the attended users. Within this framework, a continuous improvement plan was carried out in the quality of service and attention to the user in the Vehicle Registration and Technical Review Unit of the GAD Municipality of Ambato for the minimization of resources and waiting times in the internal procedures of the institution, as well as optimizing human capital and technological resources for the benefit of citizens. Although it is true, the vehicle technical review center with technology and management contributes to the development and progress of the city's vehicle registration system. However, there are still complaints and problems in vehicle registration in Ambato, where there are inconveniences and nonconformity of users such as lack of information, slow staff and misinformation in the registration process. For this, the descriptive analysis, the exploratory factorial statistical analysis, Spearman's rho, and the proposal plan were carried out. As a result, it showed that users rate the GAD Ambato vehicle registration and technical review unit on a "good" xix scale. According to the application of the Servqual model, the dimensions of the model of tangible elements, reliability, responsiveness, and empathy, showed that there are shortcomings in advertising which must be clear and simple, the service provided must be on time, lack of staff in receptivity and willingness to change and proportion of concerns and alternative solutions to the user. resulted in two main dimensions of tangible and reliability perceived by the user, instead the three dimensions such as responsiveness, security and empathy are deduced as an implication of improvements for the institution.
La evaluación de desempeño y su incidencia en el clima laboral en los trabajadores de la Escuela De Capacitación Militar Y Policial ESCAM
(2023-05) Jijón Remache, Gabriela Nataly; Terán Guerrero, Fernando Neptalí
La evaluación de desempeño es una apreciación sistemática de cada colaborador con respecto a las actividades que realiza en el puesto de trabajo, sirve para determinar con precisión el aporte individual como base para la toma de decisiones y una posible asignación de recompensas, en las instituciones académicas en la actualidad representa un gran reto valorar el desempeño desde un enfoque que permita el crecimiento y mejora de los colaboradores y no solo obtener una calificación, existen varios tipos de evaluación como: por objetivos, por competencias, mixta y 360°. Para el presente estudio se ha tomado como referencia la evaluación de 360°, esta permitió conocer el desempeño de los colaboradores de la Escuela de Capacitación Militar y Policial ESCAM, respecto a sus actividades desarrolladas en esta institución, fueron analizados diez parámetros entre ellos: comunicación, liderazgo, motivación, aseo, seguridad, actitud, solución de problemas, ambiente de trabajo, capacidad personal y productividad. El diseño metodológico fue exploratorio, documental y de campo, con enfoque cuantitativo, una muestra no probabilística de dieciocho personas que forman parte del equipo de la institución, distribuidas en cargos administrativos operativos y académicos. Los resultados obtenidos permitieron conocer de manera objetiva el desempeño de las competencias y habilidades de cada colaborador, cuyo xiii total representa un 68% de puntuación alcanzada y un 32% que necesita mejorar, una vez analizados los datos de cada persona evaluada, se realizó una retroalimentación individual y grupal, los colaboradores estaban abiertos a escuchar y demostraron compromiso para mejorar su desempeño. En la propuesta se diseñó un sistema de evaluación 360° para los colaboradores acorde a las necesidadesreales de la institución objeto de estudio, como estrategia incluye un plan organizacional que permitirá mejorar su clima laboral y de esta manera brindar un servicio de calidad a los clientes para poder llegar a ser una institución con mayor número de ingresados a las instituciones militares y policiales
La gestión administrativa y la productividad de servicios
(2023-12) Riofrío Mesías, María Belén; Córdova Aldás, Víctor Hugo
El objetivo que rige a este trabajo investigativo consiste en analizar la incidencia de la gestión administrativa en la productividad de servicios de la Empresa Pública Mancomunada de Tránsito de Tungurahua. La metodología adoptada en este estudio tuvo un enfoque cuantitativo; pues, se emplearon estadísticos para examinar los datos obtenidos y medir de la relación de las variables de estudio. Por otra parte, la modalidad de investigación fue campo y bibliográfica-documental, con un nivel no experimental, descriptivo y correlacional. La población de estudio estuvo conformada por 56 colaboradores de la institución, quienes proporcionaron información sobre el tema de estudio, datos que sirvieron para la comprobación de la hipótesis. Adicionalmente, los usuarios de la institución colaboraron con información referente a la apreciación del servicio brindado, la muestra fue constituida por 347 personas. La técnica que se destinó para la recopilación de datos fue la encuesta y como instrumento el cuestionario. Cada uno de éstos, integrado por 14 preguntas de tipo Likert en cinco niveles para las opciones de respuesta, previo a su aplicación se verificó su validez y confiabilidad. El coeficiente V de Aiken se utilizó para cuantificar la relevancia de cada ítem, cuyos promedios xiv fueron 0.93 para el instrumento del personal de la institución y 0.91 para el de usuarios, lo que indico que ambos instrumentos son válidos. El Coeficiente Alfa de Cronbach mostro los resultados 0,878 y 0,849 para el instrumento del personal y usuarios respectivamente, revelando una alta fiabilidad. Se corroboró la hipótesis planteada por medio del Coeficiente de Correlación de Spearman, el resultado de las variables analizadas tuvo un valor p = 0,000 que es menor al nivel de significancia 0,01, confirmando así la existencia de una relación directa entre éstas y un valor Rho de Spearman ,826 refiriéndose que el grado de la correlación es positiva muy fuerte. Por consecuencia, se concluyó que la gestión administrativa tiene una fuerte incidencia en la productividad de servicios de la Empresa Pública Mancomunada de Tránsito de Tungurahua.
Plan de marketing digital y posicionamiento de marca
(2024-02) Estrella Arcos., Ivonne Verónica; Ballestero López, Leonardo Gabriel
La presente investigación tuvo como objetivo principal evaluar la efectividad del plan de marketing digital de la marca "El Novillero" en el posicionamiento de la empresa en el mercado de productos cárnicos. Para lograr esto, se utilizó una metodología que cuantitativa. En primer lugar, se realizó un análisis situacional completo, incluyendo un análisis externo y un análisis interno, utilizando el modelo FODA para identificar las fortalezas, debilidades, oportunidades y amenazas de la empresa. Este análisis permitió tener una visión clara del contexto en el que se desenvuelve la marca y las posibles estrategias a implementar. Posteriormente, se implementaron estrategias de marketing digital en redes sociales como Facebook, Instagram y TikTok. Estas estrategias incluyeron la creación de contenido relevante y atractivo, la interacción con los seguidores, la utilización de anuncios pagados y la colaboración con influencers. Se realizó un seguimiento constante de las métricas y se analizaron los resultados obtenidos. Los resultados de la investigación mostraron que la implementación de estas estrategias de marketing digital ha sido fundamental para mejorar el rendimiento sobre la inversión en marketing y aumentar las ventas de la marca "El Novillero". Se ha logrado incrementar la presencia de la marca en el mercado digital, atrayendo a una audiencia más amplia y generando un mayor nivel iv de interacción con los clientes potenciales. Esto ha contribuido significativamente al posicionamiento de la marca en el mercado de productos cárnicos. En base a los resultados obtenidos, se propone fortalecer el plan de marketing digital de "El Novillero" mediante la implementación de estrategias adicionales. Estas estrategias incluyen establecer relaciones sólidas con líderes de opinión y figuras relevantes en el sector gastronómico, utilizar el marketing directo para llegar de manera más personalizada a los clientes y mejorar la capacitación y el material de trabajo del equipo de ventas. Estas acciones permitirán consolidar el posicionamiento de la marca y aumentar aún más las ventas. En conclusión, esta investigación ha demostrado que la implementación de un plan de marketing digital ha sido efectiva en el posicionamiento de la marca "El Novillero" en el mercado de productos cárnicos. Las estrategias implementadas han permitido aumentar la presencia de la marca en el mercado digital, mejorar el rendimiento sobre la inversión en marketing y generar un mayor nivel de interacción con los clientes potenciales.
Gestión Administrativa Y Calidad Del Servicio Al Cliente
(2024-02) Sánchez Villalba, Saida Sandy; Verdesoto Velastegui, Oswaldo Santiago
El proyecto de tesis titulado Gestión Administrativa y Calidad del Servicio al cliente en “Almacenes La Ganga R.C.A” del Cantón de Baños surge en torno a la problemática que surge a diario en las instalaciones por parte del cliente, y eso afecta mucho la imagen y reputación de la empresa ,por esta razón la autora pretende realizar una investigación a profundidad de la situación actual de la institución y una revisión bibliográfica ,además se pretende generar un nuevo rol mediante encuestas a los clientes los mismos que determinara resultados para tomar sus respectivas decisiones y entre ellas optar por generar estrategias que permitirán reforzar conocimientos, realizar capacitación al personal mediante técnicas de atención al cliente. El trabajo tiene un enfoque cuantitativo, tipo descriptivo correlacional en virtud que nos permitió obtener información de diferentes medios de información como es libros, revistas, artículos científicos, sitios de internet. El modelo influye desde la atención que brinda el vendedor al cliente donde se da a conocer el productos, sus características y las facilidades de pago para luego ser reforzado la gestión de la venta mediante llamadas, luego pasa por el jefe de almacén xii ,jefe de cobranza en caso de crédito, luego se va a ámbito de caja donde se le registra como nuevo cliente, se le factura u otra acción que se presente de acuerdo al tipo de venta, el bodeguero despacha la mercadería y envía a entrega con el chofer de la empresa. En el presente trabajo investigativo se propone un modelo de control de la Calidad del servicio al cliente de acuerdo a las necesidades de la empresa, ofreciendo una atención experta y personalizada, manteniendo actualizada las redes sociales y las vías de respuesta directa al cliente, aumentando la productividad de la empresa, así como también la satisfacción y lealtad de los clientes.