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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Item type: Ítem , Access status: Acceso Abierto , Enfoque estratégico y su relación con la competitividad en la Pymes del sector comercial del cantón La Troncal(Universidad Católica de Cuenca., 2026-06-02) Márquez Curillo, Dafnne ArelyssIn today’s globalized market, SMEs in Latin America are the economic engine and the primary source of employment; however, they face significant challenges from transnational corporations. To survive, these companies must move away from empirical management and adopt a strategic approach that aligns their resources with external opportunities. Sustainable competitiveness depends on this long-term planning, enabling commercial businesses to move beyond a reactive stance and differentiate themselves from their direct competitors. In the canton of La Troncal, this transition toward formal management models is an imperative necessity to ensure the sustainability and growth of the local economy. The research analyzes how strategic tools and associativity act as catalysts for small productive units to become more resilient. By implementing these strategies tailored to their context, SMEs can overcome scale-related barriers and strengthen their position towards highly demanding markets.Item type: Ítem , Access status: Acceso Abierto , Las plataformas virtuales y la satisfacción de los socios de las cooperativas de ahorro y crédito en La Troncal(Universidad Católica de Cuenca., 2026-06-02) Arcos Palomeque, Karen SthefannyThis study aimed to analyze the relationships among the components of digital services—usability, efficiency, security, and digital customer service—and the level of satisfaction among credit union members in the La Troncal canton. The study employed a quantitative approach, using a non-experimental design with a descriptive-correlational scope. To collect data, a structured survey was administered to 60 members, using a Likert scale to assess their perceptions of the virtual platforms and their level of satisfaction. The results show a positive relationship between digital service factors and member satisfaction, as measured by Pearson’s correlation coefficient (r = 0.68), indicating a moderate positive correlation. In this regard, digital customer service stands out as the factor with the greatest impact, followed by efficiency, usability, and security. In addition, satisfaction levels were mostly moderate to high, although areas for improvement were identified regarding technical support, response times, and trust in the platforms. The results show that the quality of digital services directly impacts member satisfaction. Consequently, strengthening virtual platforms is a key factor. Likewise, implementing strategies to optimize the member experience, increase trust, and promote the use of digital channels is recommended.Item type: Ítem , Access status: Acceso Abierto , Innovación como herramienta de mejora en la dirección de emprendimientos asociativos en el cantón El Triunfo(Universidad Católica de Cuenca., 2026-06-02) Cruz Robles, Felix EmmanuelThis study aimed to analyze the relationship between innovation and improvements in the management of associative enterprises in the El Triunfo Canton. The study employed a quantitative approach with a descriptive and correlational scope, using a non-experimental, cross-sectional design. The population consisted of all legal representatives and managers of active organizations registered with the Superintendency of Popular and Solidarity Economy (N = 32). A structured questionnaire with 20 Likert-scale items was administered for data collection. The reliability of the instrument was validated using the Intraclass Correlation Coefficient, yielding a value of 0.985 (p < 0.001). The Shapiro–Wilk normality test indicated a non-parametric distribution (p < 0.001); therefore, Spearman’s rho coefficient was used for inferential analysis. The results demonstrated a moderate positive correlation between innovation and management improvement (ρ = 0.568; p = 0.001), leading to the rejection of the null hypothesis. At the descriptive level, process innovation had the greatest perceived impact (56.3%), although limitations related to operational inefficiency (21.9%) and difficulties in incorporating new products (31.2%) were identified. It is concluded that the adoption of innovative practices is significantly associated with higher levels of managerial efficiency, strengthened strategic decision-making, and improved organizational management in associative enterprises in the El Triunfo Canton.Item type: Ítem , Access status: Acceso Abierto , La capacitación del talento humano en técnicas de servicio y su incidencia en la fidelización del cliente en el sector gastronómico de carnes y mariscos en el cantón La Troncal(Universidad Católica de Cuenca., 2026-06-02) Vásquez Castro, Andrea AlejandraThis study aimed to determine the descriptive relationship between employee training and customer loyalty in meat and seafood food-service establishments in the La Troncal Canton during the 2026 period. The study was conducted using a quantitative, correlational-descriptive approach, with a non-experimental, cross-sectional design. The sample consisted of 55 employees and 384 customers. The questionnaires administered were validated using Cronbach’s alpha, yielding coefficients of 0.773 and 0.873, indicating adequate reliability. The results reflected a very high level of human resource training (mean = 4.50), with the evaluation of results standing out (4.51). Likewise, customer loyalty reached a mean of 4.33, with the action dimension standing out (4.42). The correlation analysis showed a Pearson coefficient of r = 0.801 and a coefficient of determination (R²) = 0.6416, indicating that 64.16% of the observed variability in loyalty is associated with staff training. Since the analysis was conducted on consolidated dimensions (n = 4), the results are interpreted from a descriptive perspective. It is concluded that human talent training constitutes a strategic factor that positively influences customer loyalty in the food service sector.Item type: Ítem , Access status: Acceso Abierto , Influencia del capital de trabajo en la viabilidad financiera del sector comercial del cantón La Troncal(Universidad Católica de Cuenca., 2026-05-22) Patiño Bermeo, Karen AdrianaThe purpose of this study was to analyze the influence of working capital on the financial viability of SMEs engaged in the sale of household goods and appliances in the canton of La Troncal during the 2025–2026 period. The study was conducted using a quantitative approach, with a correlational scope and a non-experimental cross-sectional design, considering a population of 30 SMEs in the commercial sector. Data were collected through a structured questionnaire, which was validated through a pilot test and demonstrated adequate internal consistency. The results showed a very strong positive correlation between working capital and financial viability (ρ = 0.912; p < 0.05), a finding supported by simple linear regression analysis, which confirmed the significant impact of current resource management on business financial stability. Likewise, deficiencies were identified in cash planning, loan recovery, and inventory control, factors that affect the liquidity, profitability, and continuity of the analyzed companies. Based on the findings, it is concluded that working capital management is a key factor in the financial stability of SMEs in the commercial sector. Consequently, it is necessary to strengthen cash control, credit management, and inventory management processes in order to improve operational sustainability and business continuity in the market.Item type: Ítem , Access status: Acceso Abierto , La Motivación laboral y su relación con la Productividad en los Emprendimientos de la Economía Popular y Solidaria en el cantón La Troncal(Universidad Católica de Cuenca., 2026-05-22) Siguencia Castro, Nayelhy LisbethStrengthening work motivation has become a fundamental factor in achieving employee performance within enterprises belonging to the Popular and Solidarity Economy (EPS, by its Spanish acronym), specifically in contexts where organizational and management limitations predominate. In this regard, the main objective of this study was to analyze the relationship between work motivation and productivity in enterprises of the popular and solidarity economy in La Troncal canton. The methodology applied was based on a quantitative approach with a nonexperimental, cross-sectional, and correlational design, employing a structured survey administered to 96 business units. The results show high levels of both work motivation and productivity, revealing a statistically significant correlation between both variables. Based on this, a proposal was designed focused on strategies for recognition, improving the work environment, participation, and human talent development, aimed at strengthening motivation and enhancing work performance. In conclusion, it is determined that workplace motivation is an essential factor in increasing productivity; therefore, managing it effectively helps improve the performance and social interactions of enterprises.Item type: Ítem , Access status: Acceso Abierto , Marketing digital y su relación con la rentabilidad en las empresas de comercialización de cacao del cantón la troncal(Universidad Católica de Cuenca., 2026-05-21) Piña Robles, Maydele PriscilaThis study analyzed the relationship between digital marketing and the profitability of cocoa trading companies in the La Troncal canton during the 2025–2026 period. The local cocoa sector, as a driving force of the regional economy, needs to modernize its business processes to improve its competitiveness. The study adopted a quantitative approach, with a correlational scope and a non-experimental, cross-sectional design, using a structured questionnaire administered to a sample of 34 companies The descriptive results revealed that, despite initial technology adoption, deficiencies persist in response speed and digital inventory management. The normality test (Shapiro– Wilk) indicated a non-parametric distribution, leading to the use of Spearman’s Rho coefficient for hypothesis testing. The findings demonstrated a moderate-to-strong positive correlation of 0.644, enabling the rejection of the null hypothesis and confirming that the strategic use of digital tools significantly influences net profit margin and operational efficiency. In response, a digital management proposal was developed, focused on three key areas: social selling to boost sales, targeted advertising to attract customers, and inventory digitalization to reduce losses. It is concluded that the integration of digital strategies is not an expense, but rather a highly feasible investment that ensures financial sustainability and strengthens the cocoa business sector in the canton.Item type: Ítem , Access status: Acceso Abierto , Estrategias de asociación y cooperativismo entre pequeños agricultores orientadas a mejorar su competitividad en el cantón La Troncal(Universidad Católica de Cuenca., 2026-05-19) Jimbo Cruz, Yulexi AbigailThis study aimed to analyze the relationship between association and cooperative strategies and the competitiveness of smallholder farmers in the canton of La Troncal, province of Cañar. The research focused on the production and marketing constraints resulting from individual marketing, limited bargaining power, and dependence on intermediaries. Methodologically, the study was conducted using a quantitative approach, with a descriptive-correlational scope and a non-experimental cross-sectional design. A structured questionnaire using a Likert scale was administered to a probabilistic sample of 167 farmers. The reliability of the instrument achieved a Cronbach’s alpha of 0.983, indicating high internal consistency. The results demonstrated a very strong positive relationship between association and cooperative strategies and farmers’ competitiveness (Rho = 0.946; p < 0.05), confirming that collective organization, cooperation, and shared access to resources strengthen agricultural productivity, marketing, and profitability. It is concluded that associativity constitutes a strategic factor for improving the competitiveness and sustainability of small-scale producers. Therefore, a model for organizational strengthening oriented toward the administrative and commercial management of the agricultural sector is proposed.Item type: Ítem , Access status: Acceso Abierto , Análisis de los procesos administrativos y su incidencia en la productividad, área de avalúos y catastro GAD La Troncal.(Universidad Católica de Cuenca., 2026-05-15) Chiriguaya Méndez, Jimmy AlejandroPublic administration faces the ongoing challenge of providing citizens with responsive, efficient, and high-quality services. Within this context, decentralized autonomous governments play an important role in territorial administration, especially in areas such as Property Valuation and Cadastre, where administrative processes directly influence urban planning, tax collection, and the legal certainty of real estate assets. In the Decentralized Autonomous Government of La Troncal canton, delays have been identified in the processing of administrative procedures, mainly due to task duplication, handling of physical documentation, and limited technological integration. These issues hinder compliance with established deadlines and reduce the ability to effectively serve users. In response to this issue, this study analyzes the relationship between administrative processes and the productivity of the Property Valuation and Cadastre Department, based on the Kaizen methodology and continuous improvement tools such as the SIPOC diagram, the 5 Whys technique, the Ishikawa diagram, and Value Stream Mapping. Through this analysis, activities that do not add value, unnecessary waiting times, and processes with low levels of efficiency were identified. As a result, a proposal is presented focused on the digitalization of procedures, simplification of processes, and standardization of workflows, with the purpose of optimizing institutional productivity and improving the services provided to citizens.Item type: Ítem , Access status: Acceso Abierto , Las herramientas digitales como estrategias de gestión para mejorar la competitividad y sostenibilidad en el sector comercial del cantón La troncal: Caso Heladerías(Universidad Católica de Cuenca., 2025-11-12) Regalado Peñafiel, Jonnathan Salvador; Avilés Pincay, Santiago DavidThis research analyzes the influence of the use of digital tools on the competitiveness and sustainability of ice cream shops in the canton of La Troncal, given the growth of digital commerce and the need for traditional businesses to adapt. The study was conducted using a quantitative, descriptive approach, with a non-experimental correlational design. The population consisted of nine owners, who were given a face-to-face Likert-type questionnaire to assess their level of digital adoption, perceived competitiveness, and sustainability practices. Results show that ice cream shops mainly use social media and messaging applications for promotion and customer service; however, they do not integrate advanced tools to optimize processes or differentiate commercial strategies. Sustainability is handled empirically and with little planning. Statistical linear regression analysis indicates that the use of digital tools does not have a significant impact on competitiveness (R² = 0.355; p = 0.090) or sustainability (R² = 0.025; p = 0.683). Therefore, it is recommended to strengthen technological training and promote modern, strategic, and sustainable management to drive sector growth in the local market.Item type: Ítem , Access status: Acceso Abierto , La gestión financiera en la innovación y sostenibilidad de los emprendimientos del Cantón La Troncal.(Universidad Católica de Cuenca., 2025-11-11) Bijai Alvear , Elvis Jean Carlos; Alvarado Ugsiña, Jeimmy MadeleyFinancial management in business ventures is one of the most important aspects, since the proper management of resources is essential for their survival. This study focuses on agricultural enterprises in the canton of La Troncal, considering members of two associations engaged in the production of bananas and dried corn. The objective is to analyze how they manage their financial resources and to evaluate their levels of innovation and sustainability, with the aim of establishing the relationship between these variables. From a theoretical perspective, theories and studies related to the variables were taken as a reference, with authors such as Jensen and Meckling (1976), Luna et al. (2021), Morelos et al. (2025), and Manzano et al. (2021), among others. Using a non-experimental design methodology and a quantitative approach with a descriptive-explanatory scope, data were collected through a survey administered to the 27 members of both cooperatives, which has Cronbach's alpha values of 0.812, 0.834, and 0.832 for each variable, demonstrating its reliability. Presenting correlation tables of the variables validates hypotheses H1 and H2 because, applying Spearman's Rho correlation, it was shown that there is a relationship of 0.734 between financial management and innovation, and 0.924 between financial management and sustainability.Item type: Ítem , Access status: Acceso Abierto , La educación financiera en la práctica y stabilidad económica de los pequeños agricultores del cantón La Troncal.(Universidad Católica de Cuenca., 2025-11-11) Guzmán Chávez, Jonnathan FernandoThe present study examines the impact of financial education on the economic stability of small farmers in the Canton of La Troncal, Province of Cañar. The main objective was to evaluate the effects of financial education on economic practices, savings, planning, and sustainable productivity within this rural sector. The study followed a quantitative approach with a descriptive-correlational design, applying a structured survey to 311 small farmers in the canton of La Troncal. The instrument included Likert-scale items developed based on the theoretical dimensions of the variables, enabling the collection of accurate information on financial knowledge, saving habits, indebtedness, and economic stability. The findings indicate that most farmers posses a low level of financial literacy, as evidenced by their reliance on informal credit, limited financial planning, and limited investment opportunities. However, producers with higher financial knowledge demonstrated better income organization, more efficient resource management, and greater resilience to adverse economic conditions. It is concluded that financial education is a key factor in improving economic autonomy, reducing social vulnerability, and promoting the sustainability of rural productive activities. Finally, the study proposes implementing contextualized financial training programs that incorporate practical and digital tools to strengthen a culture of saving, planning, and responsible investment.Item type: Ítem , Access status: Acceso Abierto , La planificación estratégica y el liderazgo pedagógico en la calidad educativa de bachillerato general unificado en el cantón La Troncal(Universidad Católica de Cuenca., 2025-11-11) Rivera Gavilanez, Nelson Andrés; Guaya Buri, Javier AlexanderThis research analyzes the relationship between strategic planning and pedagogical leadership in the educational quality of students attending the Unified General Baccalaureate program in the canton of La Troncal, province of Cañar. The study arises from the need to strengthen educational management processes. It considers that institutional development, sound decision-making, and teacher performance directly influence academic and educational outcomes. A quantitative, descriptive, and correlational approach was employed through surveys applied to administrators, teachers, and students, who act as key stakeholders in the educational process. The results show that adequate strategic planning, based on the fulfillment of institutional objectives, a shared mission and vision, and efficient resource management, is significantly related to an improvement in educational quality. It was also determined that pedagogical leadership influences the active participation of the educational community, teacher motivation, and the optimization of the learning environment. The research proposes improvement strategies to strengthen the culture of planning and leadership within the canton's educational institutions. These strategies contribute to achieving a more efficient, inclusive, and socially impactful education.Item type: Ítem , Access status: Acceso Abierto , La gestión del talento humano para mejorar la productividad y sostenibilidad en el sector comercial del cantón La Troncal.(Universidad Católica de Cuenca., 2025-11-11) Morales Calle, Lucia Carolina; Tiñigañay Zhumi, Diana JoselynThis research examines the relationship among human talent management, productivity, and sustainability in the commercial industry of La Troncal Canton. Many companies face limitations in managing human resources, reflected in high employee turnover, limited training, and weak leadership—factors that directly affect productivity and the sustainable development of business operations. The study employed a mixed-methods approach with a descriptive-correlational scope and a non-experimental, cross-sectional design. Data were collected through structured surveys administered to 119 commercial establishments and semi-structured interviews with owners and managers, aiming to provide a comprehensive view of human talent management practices. The findings revealed that human talent management has a positive and significant influence on productivity (r = 0.608) and sustainability (r = 0.712), validating the proposed hypothesis. Among the most consolidated practices, internal communication, leadership, and motivation stand out, whereas the least developed areas are related to environmental sustainability and the reduction of unproductive costs. The study proposes strategies aimed at enhancing human talent management and promoting sustainable business practices. It concludes that effective human talent management is a key driver for achieving higher levels of productivity and sustainability within the commercial enterprises of La Troncal.Item type: Ítem , Access status: Acceso Abierto , El impacto del liderazgo transformacional y la visión compartida en la innovación organizacional y su efecto en el desempeño laboral: Un estudio en empresas de servicios.(Universidad Católica de Cuenca., 2025-06-12) Pérez Ávila, Graciela Majomi; Pérez Ávila , Joselyn GracielaThis study analyzes the impact of transformational leadership on organizational innovation and job performance in commercial sector companies in La Troncal, Cañar. In a business environment marked by competitiveness and constant market evolution, it was identified that a lack of leadership limits employees’ capacity for innovation and productivity. Using a mixed-methods approach (quantitative and qualitative), the software ADANCO for partial least squares structural equation modeling (PLS-SEM) was applied to examine the relationships between variables. The study is grounded in leadership theories, particularly Burns and Bass’s transformational leadership theory, which highlights dimensions such as inspirational motivation, intellectual stimulation, individualized consideration, and idealized influence. Additionally, it draws on the Oslo Manual to address innovation and Vroom’s expectancy theory to explain job performance. The results confirm that transformational leadership significantly influences innovation and job performance, with innovation serving as a mediating variable between the two. The study concludes that fostering transformational leadership is essential for enhancing creativity, employee engagement, and business competitiveness. This research provides empirical useful evidence for designing sustainable organizational strategies that drive growth and efficiency in the region’s commercial sector.Item type: Ítem , Access status: Acceso Abierto , La adopción de prácticas de agricultura y su relación con la competitividad y sostenibilidad de los agricultores del ciclo corto.(Universidad Católica de Cuenca., 2025-06-10) Placencia Jaya, Vicente OrleyThe primary objective of this research was to assess the impact of adopting organic farming practices on the competitiveness and sustainability of short-cycle farmers in the canton of La Troncal, located in the province of Cañar, Ecuador. This study was conducted in response to a local issue affecting farmers in the region, who face a lack of technical knowledge, limited access to specialized markets, and high input costs associated with conventional agriculture—factors that undermine their long-term sustainability and competitiveness. A mixed-methods approach was employed, integrating quantitative and qualitative methodologies. Data were collected through a structured survey using a Likert scale and through direct observation of farms, focusing on indicators such as productivity, profitability, and sustainability. Findings revealed that while 40% of farmers reported increased profitability, immediate financial gains were not universal due to high initial costs and barriers to market access. Furthermore, 60% of farmers perceived positive changes in environmental sustainability, particularly in soil conservation and the preservation of natural resources. Based on these findings, the study recommends strengthening educational programs on organic agriculture, increasing the availability of affordable organic inputs, and establishing direct marketing networks, among other measures. Collectively, these strategies aim to promote more environmentally friendly agricultural practices while enhancing the competitive position of producers from La Troncal within the organic products market.Item type: Ítem , Access status: Acceso Abierto , La gestión administrativa en el sector artesanal de la Troncal y su relación con la competitividad(Universidad Católica de Cuenca., 2025-06-02) Paramo Carchi , Evelyn DayannaThis research analyzes the relationship between administrative management and competitiveness in local enterprises within the artisanal sector of La Troncal Canton. It is based on the reality that many of these businesses operate with poorly structured management systems despite their economic and cultural relevance, which limits their growth, sustainability, and market differentiation. A mixed-methods approach was employed, with a descriptive-correlational and cross-sectional scope. Data collection was carried out through structured surveys administered to 69 active artisanal entrepreneurs, complemented by open-ended questions that captured qualitative perceptions. The results revealed strengths such as the entrepreneurs' commitment and willingness to embrace change. However, significant weaknesses were identified in areas such as planning, financial control, implementation of competitive strategies, and the use of technology. In response to these findings, a strengthening plan was proposed to improve administrative management through training programs, technical advisory services, and the use of accessible digital tools. This proposal aims to contribute to increasing the competitiveness of the artisanal sector in La Troncal by offering viable alternatives adapted to the local context. This study seeks to contribute to the understanding and improvement of administrative processes within the framework of the popular and solidarity economy, highlighting the key role of management as a driver of development. Moreover, it promotes a practical and participatory vision oriented toward sustainable, technical, and human-centered management.Item type: Ítem , Access status: Acceso Abierto , La gestión del talento humano en el desempeño laboral en el registro civil de la provincia del Cañar(Universidad Católica de Cuenca., 2025-06-02) Cabrera Álvarez , Yuneisa PriscilaThe thesis entitled "Human Talent Management and Job Performance at the Civil Registry of the Province of Cañar" addresses the issue of inadequate human resource management within this institution. This deficiency significantly impacts both employee productivity and the quality of services provided to users. This study aims to analyze the influence of human resource management on job performance and to propose strategies for improving institutional functionality. This research employed a descriptive and explanatory design using a quantitative method. Data were gathered through surveys administered to personnel at the Civil Registry. Among the most relevant findings include the lack of transparency in the recruitment process, insufficient and misaligned training with job profiles, the absence of an effective performance evaluation system, and the lack of motivational incentives for staff. To address these challenges, the study recommends enhancing transparency in hiring practices, developing training programs tailored to specific job roles, implementing a comprehensive performance evaluation system, and strengthening staff motivation and recognition through incentives. The conclusions indicate that these measures will improve operational efficiency, employee productivity, and service quality, and staff retention while strengthening organizational commitment.Item type: Ítem , Access status: Acceso Abierto , Optimización de procesos y satisfacción del cliente: caso riders(Universidad Católica de Cuenca., 2024-11-19) Ordoñez Serrano, Jorge ArturoThis 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.Item type: Ítem , Access status: 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 IsraelThe 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.
