Trabajos de Titulación - Extensión La Troncal - Administración de Empresas
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/67
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Ítem Acceso Abierto Optimización de procesos y satisfacción del cliente: caso riders(Universidad Católica de Cuenca., 2024-11-19) Ordoñez Serrano, Jorge Arturo; Pesantez Molina, Wilson Geovanny; 0924503212This study aims to analyze the maintenance processes and their impact on customer satisfaction at Rider's. A descriptive and exploratory approach was used for this research, detailing the operational processes through a flowchart and analyzing customer perceptions via surveys. The target population consisted of the store's customers, with a sample of 50 customers who used the maintenance service in the last quarter. The results indicated issues with time allocation, lack of standardization in workflow processes, and inefficient communication with customers, leading to dissatisfaction. As an improvement proposal, process reengineering was suggested, focusing on optimizing technician allocation, implementing a real-time notification system for customers, and establishing stricter quality control. This restructuring seeks to improve operational efficiency and increase customer satisfaction.Ítem Acceso Abierto La influencia del marketing mix en la competitividad de las asociaciones de la economía popular y solidaridad en el Cantón La Troncal.(Universidad Católica de Cuenca., 2024-05-02) Galarza Arteaga, Joffre Israel; Vicuña Matute, William; 0917842155The study analyzes the influence of the marketing mix on associations’ competitiveness in the popular and solidarity economy of La Troncal canton. It examines how the marketing mix elements, such as product, price, place, and promotion, affect the competitive capacity of these associations. A descriptive and documentary methodology is employed, with a non-experimental quantitative approach. A survey was conducted on the 27 associations of the popular and solidarity economy, and the relationship between the marketing mix and competitiveness was evaluated using the statistical software SPSS 25.0. The results reveal a significant correlation between both variables and a high validity of the measurement instruments, with an overall Cronbach's alpha coefficient of 0.978, supporting the hypothesis that the marketing mix positively impacts competitiveness. It is recommended that marketing mix strategies be adapted to the specific characteristics of each sector. Additionally, establishing strategic alliances and fostering innovation is suggested to remain relevant in a dynamic market.Ítem Acceso Abierto La optimización de recursos y la sostenibilidad en los emprendimientos en el sector marginal y rural del Cantón La Troncal.(Universidad Católica de Cuenca., 2024-05-02) Cárdenas Veliz, Dayanna Guisella; Orellana Orellana, Carlos Patricio; 0350120598This research project aims to explore the correlation between resource optimization and sustainability in enterprises located in the marginal and rural sectors of La Troncal canton. It investigated the lack of optimization within these enterprises through an in-depth analysis of the influencing factors. The results obtained show a significant correlation between resource optimization and the sustainability of enterprises in La Troncal, thus supporting the proposed hypothesis. The importance of maximizing the efficient use of available resources to enhance the sustainability of businesses in this area is indicated. Raw materials are identified as the most essential resource, followed by technology, with efficiency in supply chains highlighted as the most utilized management strategy. These findings suggest the need to strengthen business management, especially in areas such as supply chain planning and the adoption of innovative technology. Suggestions for enhancing the sustainability of enterprises in La Troncal encompass prioritizing strategies aimed at optimizing resource usage, offering business management training, fostering innovation and technology adoption, and maintaining ongoing monitoring of business sustainability. The study provides valuable information that can guide entrepreneurs and local authorities in implementing measures to improve sustainability and the success of businesses in the marginal and rural sectors of La Troncal.Ítem Acceso Abierto El liderazgo transformacional como herramienta para el aumento de la productividad en el sector comercial del Cantón La Troncal.(Universidad Católica de Cuenca., 2024-04-26) Segovia Intriago, Bryan Israel; Pesantez Molina, Wilson Geovanny; 0925546905Contemporary businesses face challenges in a globalized and technologically advanced world, implementing strategies to enhance productivity and achieve maximum economic performance. There are disadvantages in La Troncal canton compared to large companies due to limited competitiveness, which results from weak productivity. Poor leadership management is identified as problematic, leading to negative impacts such as company damage and failure to meet objectives. Therefore, the proposal to implement a transformative leadership model to enhance productivity is presented. This study employed various research methods to address the primary objective of assessing the impact of Transformational Leadership on the commercial sector’s productivity. A sample population of 54 businesses within the sector served as parameters for evaluating Transformational Leadership. A Likert scale survey was also administered, followed by statistical software to analyze the results, with a Cronbach's Alpha reliability coefficient of 0.914. A plan for improvements was developed, including informative training and administrative sessions to promote transformative leadership among entrepreneurs in La Troncal canton.Ítem Acceso Abierto Estrategias de Marketing y competitividad en los restaurantes de comida típica en el Cantón El Triunfo.(Universidad Católica de Cuenca., 2024-04-26) Sánchez Cordero, Nicole Steffania; Orellana Orellana, Carlos Patricio; 0940602220The study analyzed the marketing and competitiveness strategies previously employed by Traditional Food Restaurants in El Triunfo canton. These businesses exhibited a lack of competitiveness, especially in attracting local clientele, which consequently benefited the establishments located in the city center. In order to understand the influence of marketing strategies on competitiveness, 28 restaurants were surveyed. These surveys aimed to collect data on marketing strategies and each establishment’s competitiveness level. The study was based on McCarthy and Fonseca’s theory. A structured questionnaire addressed dimensions such as product, pricing, placement, and promotion strategies, validated with a Cronbach's Alpha coefficient of 0.981. The results revealed that marketing strategies were fundamental to the success of traditional food restaurants in El Triunfo canton, suggesting that an investment in effective strategies could improve their market position and increase their long-term chances of success.Ítem Acceso Abierto La gestión administrativa en la economía popular y solidaria y su influencia en el fortalecimiento de las asociaciones agrícolas en el Cantón La Troncal.(Universidad Católica de Cuenca., 2024-06-25) Sarmiento Vintimilla, Jessica Alexandra; Paredes Lucero, Odalis Brigette; Boza Aguirre, Joffre Edgar; 0302810270; 0928048594This research focuses on the relationship between administrative management in the popular and solidarity economy and the strengthening of agricultural associations in La Troncal canton. For this reason, 20 agricultural associations were selected, with a final sample of 90 farmers, including owners, managers, and organization leaders. The study adopted a quantitative approach, using structured surveys with closed-ended questions and Likert scales. The results, obtained through the SPSS statistical software, highlighted the significance of effective administrative management. Areas for improvement were identified in strategic planning, resource coordination, and access to financing. The research emphasizes the need for efficient administrative management to enhance service quality and the competitiveness of agricultural associations. Moreover, it provides practical guidance to optimize management practices, contributing to sustainable and equitable development in the region. This study offers a solid foundation for policy designs and practices that promote the sustainable growth of agricultural associations, thereby benefiting the popular and solidarity economy at the local and national levels.Ítem Desconocido Influencia de la planificación estratégica y las habilidades gerenciales para la sostenibilidad de las instituciones financieras de la economía popular y solidaria.(Universidad Católica de Cuenca., 2024-04-16) Sumba Bueno, Julissa Maribel; Viñan Guamán, María Belén; Orellana Orellana, Carlos Patricio; 0942082314; 0302555453The financial sector of the popular and solidarity economy plays a crucial role in promoting financial inclusion and improving the economic situation of communities. In La Troncal canton, where eight savings and credit cooperatives exist, research was conducted to analyze the impact of strategic planning and management skills on the sustainability of these financial institutions. The theoretical review of the variables was based on various authors, such as Muñiz-Jaime et al. (2022), García et al. (2017), Cervantes (2011), Gutiérrez et al. (2018), Herrera & Olguín (2015), and Cárdenas & Neyra (2020). The methodology included a survey comprising 22 items related to the study variables, addressed to managers, agency heads, and collaborators of the seven cooperatives, who are key actors in financial activities. The survey’s validity was confirmed using Cronbach's Alpha coefficient, obtaining a reliability of 0.975. The results revealed that management skills correlate more strongly with sustainability than strategic planning. This underscores the importance of leadership, communication, skills, innovation, and appropriate decision-making to achieve established objectives. Likewise, it was evidenced that cooperatives are consolidated due to the presence of the three abovementioned variables. Therefore, it highlights the importance of enterprises seeking to establish solid foundations in management administration elements for their development.Ítem Desconocido Estudio de Factibilidad económica en la implementación de Unidades Eléctricas en la transportación Urbana del Cantón La Troncal(Universidad Católica de Cuenca., 2024-04-03) Sánchez Calle, Erick Alexander; Vicuña Matute, William; 0929623239This research project focuses on the feasibility study of implementing electric units in urban transportation within the La Troncal canton. Its primary objective is to determine the economic feasibility to assess the viability of introducing electric buses into the ‘Megaservitron’ company. Employing qualitative and quantitative research methods will facilitate the study and analysis to demonstrate the practicability of electric bus implementation. Table 11 specifies a debt-based financing structure with 70% provided by a financial institution and 30% from an investor’s capital. Table 12 presents a financial model featuring a 16% interest rate (IR) over five years with monthly payments of $523,442.22, subject to a 25% tax rate. Additionally, Table 15 indicates an opportunity cost of 18%. In conclusion, the results suggest that the project is not feasible due to the indicators, with a negative Internal Rate of Return (IRR) of -28% and a negative Net Present Value (NPV) of $-2,350,155.63. This is primarily attributed to revenues that currently do not surpass expenses. Similarly, it is noted that since 2020, the company has experienced a drastic reduction in revenues due to the pandemic; although demand increases due to the growth rate, revenues are insufficient since income is limited by regulated fare prices set by the Municipal Unit of Land Transportation in La Troncal canton.Ítem Desconocido Plan de comercialización de productos derivados de cacao en los emprendimientos de la EPS en el Cantón La Troncal.(Universidad Católica de Cuenca., 2024-03-11) Vasquez Clemente, Gustavo Josue; Ortíz González, Raúl Adrián; 0350133906This research emerges from the need to analyze the comparative advantages of the cocoa sector in the La Troncal Canton to propose a plan for improving the marketing strategies of cocoa-derived products. In La Troncal, by 2023, six microenterprises legally operate producing cocoa derivatives; however, they face significant limitations in expanding their domestic and international markets due to deficient marketing strategies, weak management systems, and largely artisanal technology. In this research, the hypothesis regarding the improvement of the marketing plan for cocoa-derived products in the Popular and Solidarity Economy (PSE) ventures in La Troncal was contrasted using argumentative and descriptive techniques. The methodological foundations are based on a non-experimental design at an exploratory level, addressing field research techniques supported through interviews and surveys, supplemented with bibliographic research. The study involved interviewing six representatives from cocoa microenterprises, including a comprehensive set of 36 questions concerning both the dependent variable (demand) and the independent variable (components of the marketing plan). As a result, cocoa ventures in La Troncal lack a structured and documented marketing plan; instead, their approach relies more on intuition than technical expertise. In marketing decisions, entrepreneurs rely on their experience based on market behaviors. Therefore, based on the results of this study, it is predictable that the improvement or implementation of a marketing plan will positively influence demand.Ítem Desconocido La asociatividad y su impacto en el desarrollo económico y competitivo de las pymes del cantón La Troncal.(Universidad Católica de Cuenca., 2023-10-02) Guaraca Pugo, Ángel Vinicio; Salazar Vazquez, Flor Isabel; 0940595143For SMEs currently have high skills as more and more businesses arise to reach different markets or audiences, for the canton of La Troncal it is presented that small businesses have high competition in the market for clients, since they seek to obtain the best economic and financial performance for the growth of the businesses, for which the observed problem of a lack of associativity between the different businesses that are present in the canton is presented, the proposal of promote business associativity in businesses in order to generate greater benefits in terms of the economic development of each business, so that in order to present the main objective of evaluating the impact of associativity on its economic development, several methods of research to in turn obtain through the population that there were 15 businesses in the sector of which are the parameters that they present for the evaluation of the associativity for this a survey was applied through the Likert scale where the results were analyzed by through a statistical program, which was performed by cronbach's alpha with a reliability of .956. Therefore, therefore, the improvement plan for SMEs in the canton of La Troncal was developed, so as a goal of improving the associativity between small business development strategies, among which are training and administrative training that are informative for the owners of the business sectors that promote associativity between the various businesses.Ítem Desconocido Gestión administrativa y su incidencia en el desempeño laboral del GAD Municipal del Cantón La Troncal en el área de la Dirección Administrativa, periodo 2022.(Universidad Católica de Cuenca., 2023-10-02) Suárez Bueno, Grace Gisella; Orellana Orellana, Fernando; 0302437629The primary objective of this thesis is to determine the impact of administrative management on the organizational performance of the Decentralized Autonomous Government of La Troncal. This investigation aims to enhance administrative management, thereby enabling the verification of tasks and compliance with established processes. Effective administrative management is directed towards efficiently developing strategic management to achieve objectives and goals proposed where the company works to provide its users with a quality service to understand how the institution's current administrative practices affect its overall performance and the strategies that are established according to the needs. The research methodology was based on bibliographic, inductive, deductive, descriptive, analytical, correlational, and statistical studies that explain and propose solutions to the research problem. This methodology provided essential tools for collecting and obtaining actual data presented in this research. Information was collected through a questionnaire survey, establishing the existing relationship between the implementation of administrative management and work performance. In conclusion, it is established that the administrative management process is not being executed effectively, leading to a consequential impact on the organizational performance of the institution. Consequently, inefficiencies are evident in the execution of the strategic plan.Ítem Desconocido La gestión financiera y su impacto en el desempeño laboral en el emprendimiento del comercial mi mercadito del cantón La Troncal(Universidad Católica de Cuenca., 2023-09-29) Rodríguez Espinoza, Mario Andrés; Boza Aguirre, Joffre Edgar; 0957992969The research focuses on a crucial aspect of the success of any entrepreneurship, which is financial management, especially in relation to job performance and the ability to generate income. From a theoretical framework, the criteria for financial management are described from a scientific perspective, referring to a set of processes and activities involved in managing a company's financial resources that seek to maximize profitability and minimize risks. This study aims to analyze financial management and assess its impact on the employees' job performance at "Mi Mercadito," a commercial enterprise in El Triunfo canton. The research achieves its objectives by revealing the impact of financial management on employee performance with the aid of the 360-degree Methodology, an effective tool that motivates employees by creating a safe work environment, increasing their confidence in the future, and enhancing their commitment to the organization. Additionally, investigative techniques and methods such as observation, surveys, and the Delphi Method were employed to assess the feasibility of using this tool, identifying periods of uncertainty, stress, and demotivation among employees, as these factors can negatively affect their job performance. In conclusion, this study successfully analyzes how financial management influences the employees' job performance in the entrepreneurial context and proposes effective strategies for improvement within "Mi Mercadito" in El Triunfo canton.Ítem Desconocido Análisis del impacto del Covid-19 en la rentabilidad del sector comercial: negocios de electrodoméstico del Cantón La Troncal.(Universidad Católica de Cuenca., 2023-09-26) Suarez Calle, Rafael Enrique; Boza Aguirre, Joffre Edgar; 0941488892The global economic activity suffered a significant blow due to the crisis stemming from the coronavirus disease (COVID-19). It is evident that the economy in the La Troncal canton was also affected due to the 2020 pandemic. The objective of this study was to analyze the impact of COVID-19 on the profitability of the commercial sector, specifically focusing on appliance businesses in the La Troncal canton. The study's methodology employed a mixed approach with a descriptive scope. The population under investigation consisted of appliance businesses within the La Troncal canton. Convenience sampling was used for the sample selection process, focusing on the nearest establishments. The research utilized a survey administered to the employees of the appliance businesses to understand their perception regarding the economic impact of COVID-19 on the commercial sector. Interviews were also conducted with managers and those responsible for the accounting area of the selected businesses to gain insight into the pandemic's impact on business profitability. The results revealed that employees acknowledged a significant effect on business activity and productivity, ranging from 60% to 79%. In the interviews, participants confirmed a noticeable decrease in the profitability of the businesses, primarily attributed to challenges in import and export.Ítem Desconocido El liderazgo transformacional y su incidencia en la satisfacción laboral del sector financiero de la economía popular y solidaria del Cantón La Troncal.(Universidad Católica de Cuenca., 2023-09-26) Lucero Juncal, Carlos Alfredo; Macías Urgiles, Lady Lisbeth; Pesantez Molina, Wilson Geovanny; 0302283940; 0302868666The study objective was to examine transformational leadership and its influence on job satisfaction within the financial sector of La Troncal canton's popular and solidarity economy. This paper employed Bernard Bass's model (1987 as cited in Vilchez and Yarlaqué, 2016) to examine transformational leadership in its dimensions: individual considerations, inspirational motivation, idealized influence, and intellectual stimulation. For studying job satisfaction, the approach developed by Meliá and Peiró (1989) was adopted, utilizing their assessment tool known as S20/23, focusing on dimensions such as supervision concerning superiors, satisfaction with participation in decision-making, job satisfaction, and satisfaction with rewards received. The research methodology was applied to 74 employees from 8 savings and credit cooperatives. It was based on the deductive scientific method with a quantitative approach, enabling the establishment of correlations between the study variables. Additionally, the IBM SPSS Statistics for statistical analysis was used, which allowed for measuring the instrument's reliability using Cronbach's Alpha and assessing the normality of data distribution; as a result, the data did not follow a normal distribution, so Spearman's correlation use was necessary. The results showed a direct and high relationship between transformational leadership and job satisfaction, with a significant correlation of (𝜌 = 0.777), considering a 5% error level.Ítem Acceso Abierto Innovación y Productividad en las empresas comerciales del Cantón La Troncal.(Universidad Católica de Cuenca., 2023-06-07) Carvallo Muñiz, Dayanna Rafaela; León Narváez, Mischel Steffanie; Vicuña Matute, William Giovanni; 0302865274; 0942351347This research aimed to determine the relationship levels between innovation and productivity in the commercial enterprises of La Troncal canton, period 2019 - 2021. This study employed correlational design because it is focused on determining the degree of relationship between innovation and productivity of the commercial enterprises under study. Questionnaires were used as a data collection instrument. Thus, 58 commercial enterprises in La Troncal have been analyzed through surveys. The SPSS program helped in processing the data obtained. Cramer's V statistical measure was employed to test the research hypothesis and determine the relationship levels of the variables under investigation. According to the respective analysis, it was concluded that innovation and productivity have a significant relationship and are strongly associated with the commercial enterprises of La Troncal canton during 2019 - 2021. Similarly, product and commercial innovation also have a significant and strong relationship with product quality and demand. Furthermore, process and organizational innovation also have a significant and strong relationship with cost reduction and productive capacity.Ítem Acceso Abierto La planificación estratégica y las habilidades gerenciales, y su impacto en la competitividad de los emprendimientos del sector turístico en el cantón La Troncal.(Universidad Católica de Cuenca., 2023-05-17) Toledo Mora, Genesis Jamileth; Orellana Orellana, Carlos Patricio; 0953722733Entrepreneurial activity is essential for the economy of a country, region, province, city, or canton. It is worth mentioning that in terms of tourism, La Troncal is varied because one can find spas, hostels, natural places, typical gastronomy, and agrotourism. This research analyzes strategic planning and management skills and their impact on the competitiveness of tourism sector enterprises in La Troncal canton. For the theoretical explanation of this research, some authors such as Aragón and Rubio (2009), Araujo et al. (2006), Báez (2007), Cairo (2003), Cano and Olivera (2008), D'alessio Ipinza (2008), Estrada et al., (2009), Ferrer and Demenza (2006), Guerrero (1995), Laborca (2007), Pera (1998), and Poter (1990), among others, are cited as support. This research employed the qualitative and quantitative methodology of a non-experimental, descriptive, explanatory, and correlational type. The population selected for this study was 27 managers, administrators, and people in charge of tourism sector enterprises in La Troncal canton to whom a survey-type instrument was applied. After that, the validity test used Cronbach's Alpha with reliability of 0.963. In the same way, for the quantitative results, frequency tables were presented with the coefficients of the two models and the table of correlations between the three variables. To conclude, for a company to be highly competitive, it needs to have strategic planning. The people who lead these tourism businesses should have a solid knowledge base on management skills. It is recommended that in future research, friendly strategic planning models be developed for small businesses and that the personnel is self-taught and have the freedom to contribute with ideas and forms of training to discover how to enhance the managerial skills of the various areas of a company.Ítem Acceso Abierto La Innovación y Tecnología como elementos de la gestión empresarial para fortalecer los emprendimientos comunitarios en el Cantón La Troncal.(Universidad Católica de Cuenca., 2023) Delgado Aguilar, Giancarlos Gabriel; Orellana Parra, Marcos Giovanny; 0923952840This research analyzes the main objective of business management with innovation and technology approaches within community enterprises in La Troncal canton. This study employs theoretical bases that support the research, knowing the different business management models and their functions within commercial industry, also the characterization of the various types of innovative and technological management that currently exist regarding entrepreneurship. The methodological analysis used in the research was the descriptive method concerning field observations by transactional studies. In addition, a survey was also applied to the community enterprises of La Troncal canton with a quantitative approach. For better detail in the research process, the SPSS program was used to obtain reliable and truthful results within the study. The research proposal details the application of different digital platforms to help businesses improve their consumers’ attention and enhance their products in a competitive market. Therefore, a SWOT analysis is executed to know the current situation and the functionality of their businesses. Additionally, it is considered to train entrepreneurs using digital tools to help them innovate their products and generate greater commercial productivity.Ítem Acceso Abierto Análisis de la calidad de servicio y satisfacción al cliente en los locales comerciales del Cantón La Troncal.(Universidad Católica de Cuenca., 2023) Ordoñez Calle, Patricia Mercedes; Calle Calle, Mónica Patricia; Pesantez Molina, Geovanny; 0302811948; 0302708276The present research describes an applicative process about the most significant ways of measuring the quality of customer service, based on the main objective of analyzing the quality of service and customer satisfaction in the commercial premises of La Troncal canton. This, through the use of models, for which a mixed methodology was applied, to take advantage of the maximum potential of descriptive research, which made using instruments such as the CSAT questionnaire and others possible. Thus, resulting in customer perceptions and expectations, using the Likert scale, from five general approaches such as reliability, sensitivity, security, empathy, and intangible elements, concerning where costumer's priority is concentrated through their experiences with these companies. The direct beneficiaries of this research work are, in the first instance, the companies' managers, since knowing customers' satisfaction in each characteristic allows them optimizing decision-making to improve their quality of service. The indirect beneficiaries are the clients or consumers of each company since, through this research, they can express their opinions on the quality of service they obtained and suggest changes and improvements. The feasibility of this research was positive in demonstrating the quality of customer service in TIA, Valdiviezo, Pañora, TUTI, and MINI stores located in La Troncal canton.Ítem Acceso Abierto Propuesta de estrategia de Marketing digital u on-line para mejorar ingresos por ventas en el Minimarket el Rocio.(Universidad Católica de Cuenca., 2023) Quito Guachun, Mirian Rocio; Vicuña Matute, William; 0302348909This research work aimed to design a digital or online marketing strategy to improve the sales revenue of the “Minimarket el Rocío” in La Troncal. An analysis of the internal and external aspects of the diagnosis of the business current situation was developed, which allowed the establishment of various strategies concerning the ascertainment of the investment costs. The theoretical context of the research was based on the characteristics, types, trends, and strategies of u-online digital marketing and the design of the methodology as a mixed method. The quantitative approach comprises the accounting analysis of the proposal raised in the research where u-online digital marketing strategies were developed through creating digital platforms that help the business sales revenue. On the other hand, the qualitative approach refers to the detailed aspects of the products offered to consumers of the community of La Troncal. Moreover, an interview was conducted with the manager of the Minimarket to find out about the various shortcomings that may exist within her business. Finally, a survey was carried out to consumers obtaining a sample of 70 people who resort to the market. This allowed them to know their opinions about the operation and satisfaction of their needs. Through the proposal put forward in the research work, digital or online marketing strategies helped the creation of digital platforms. It helps to improve sales revenue in the Minimarket by applying projections of income and expenses in the new strategies implemented for this business.Ítem Acceso Abierto Análisis de la calidad de servicio en el sector financiero de la economía popular y solidaria del Cantón La Troncal.(Universidad Católica de Cuenca., 2022) Asanza Saavedra, Ronnal Bryan; Pesantez Molina, Geovanny; 0705253169This research reviewed different models for measuring service quality in financial institutions to evaluate the perception of service quality by the Cooperative of Savings and Credit members of the "Economía Popular y Solidaria" (EPS) of La Troncal Canton. For this purpose, a quantitative methodology was applied, with a descriptive approach of non-experimental design and crosssectional design; the validated instrument was the SERVPERF model by Cronin and Taylor (1992, 1994). The proposed technique is a questionnaire comprising 22 questions on a 5-point Likert scale structured by five dimensions: tangible aspects, reliability, responsiveness, security, and empathy. This scale was designed to measure the quality of service perceived by users. Based on the above, 50.90% of the population, corresponding to the empathy variable, totally agree with the attention and service received. Regarding the direct beneficiaries, we have the branch managers who will have the results that will allow them to make improvement decisions if they consider it necessary. Also, to position themselves within the market as indirect beneficiaries to external customers since improvement actions will be established if it is a more optimal service with highly acceptable quality. The research was feasible thanks to the acceptance of two of the four cooperatives of the segment 1 of the EPS of La Troncal canton.
