Estrategia publicitaria para mejorar la imagen del instituto ecuatoriano de seguridad social de la ciudad de Machala.

Abstract

The research carried out presents the creation of strategies to improve the reputation of the Ecuadorian Social Security Institute of the city of Machala, which are based on offering the services of the IESS, election of communication means for the promotion of its services, and all reinforce the staff with training for customer service. Using qualitative and quantitative methods, applying surveys to pensioners of the Ecuadorian Institute of Social Security, in which it was taken into account to qualify social networks as one of the communication voices of the institution, since through them the users get updated information from the authorities. It was determined that the hospital services are those that would be affecting a deficient institutional image, which makes us conclude that investments must be made in necessary resources to improve the communication image of the Ecuadorian Social Security Institute of Machala.