Análisis de estrategias idóneas para mejorar la reputación corporativa de la cooperativa de transporte Cifa en la ciudad de Machala.

Abstract

In the present investigation the concept of corporate reputation and related issues such as corporate identity, corporate image, positioning and stakeholders are analyzed in order to better understand the subject. The development of the case was carried out with qualitative and quantitative research, collecting primary information through surveys, interviews, observation, and secondary studies through online newspaper pages, books and scientific articles. The methodology used in the study of corporate reputation it is the RepTrak method for sizing research into 7 parts. Corporate reputation has proven to be very important for transport companies today because they help maintain security and confidence in the user, without this a loss can occur for the company not only with the decrease of customers but partners, suppliers or confidence of financial companies. The company to analyze the corporate reputation is the Cooperativa Internacional Fronteriza Asociada (CIFA). Those problems will be mentioned in the past and the current corporate reputation in the city of Machala will be known in order to propose suitable strategies to improve its reputation in the future based on the new opportunity that produces the recently inaugurated land terminal of Machala.