Trabajos de Titulación - Extensión Cañar - Administración de Empresas
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/58
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Ítem Acceso Abierto Satisfacción del cliente desde la imagen corporativa en almacenes la Ganga sucursal Cañar(Universidad Católica de Cuenca., 2023) Yaguachi Sarmiento, Diego Armando; Rodriguez Pillaga, Renan Teodoro; 0302329420Customer satisfaction from the corporate image assesses the perceived benefits and experiences of the public about a specific service or product where there is a greater probability of linking the customer with the organization. This research aims to determine the satisfaction of the customer based on the essential elements that considers the corporate image. The research had a mixed quantitative and qualitative approach with a descriptive, correlational, and explanatory scope, which permitted an adequate theoretical foundation of the research and the application of a survey with the Likert scale to 300 consumers, analyzing such information through Smart PLS 4 software. The proposed model was validated by applying statistics like Cronbach's Alpha (a), AVE, Composite Reliability, and HTMT, where more than 90% of the constructs exceeded the minimum thresholds allowed. The research demonstrated the relationship that exists between the elements of the corporate image and its effect on customer satisfaction; according to the assumed statistics, it is observed that the only elements that have a direct effect on customer satisfaction are Quality, Friendliness, Competence, and Performance, in addition, its coefficient of determination (R2) 0.094 indicates that the corporate image has a weak impact on customer satisfaction. Keywords: brand image, social responsibility, quality, competition, performance
