Diagnóstico y diseño de estrategias para la gestión de la reputación corporativa del Super Aki en la ciudad de Machala.

Abstract

Companies are interested in knowing their corporate image in order to have information on the thinking that their customers have about their behavior. Supermarkets Aki belongs to the Favorita Corporation one of the largest conglomerates in Ecuador. The competitive level of the supermarket sector is high, where there is a presence of large national, regional and local chains, each with a different positioning and size, but pointing towards a similar consumer. Super Akí wants to know if its corporate image is well positioned, otherwise it would be necessary to apply strategies that improve it. The importance of corporate reputation is that it generates value in the company, in turn it becomes a competitive advantage. The general objective is to diagnose the corporate reputation of the Aki Supermarket in the city of Machala by applying the RepTrak model in order to design strategies that strengthen the value creation processes of the company. The present study is of mixed type, that is to say that the methodology used is made up of a qualitative part and a quantitative one. The methodological technique applied was semi-structured surveys that were developed with the clients of the study chain. The alternative solution to improve the corporate image of Supermarkets Aki is based on the application of an advertising strategy to achieve this, showing that the organization is increasingly concerned to provide a quality service to maintain and increase the loyalty levels of its customers .