Diagnóstico y propuesta de estrategias para la gestión de la reputación corporativa de almacenes tía de la ciudad de Machala.

Abstract

The objective of this work is to diagnose and propose strategies for the management of the corporate reputation of Almacenes Tía in the city of Machala. For this, a search for information related to the subject has been carried out in different articles, associates, issues of reputation in general, its importance, advantages, stakeholders, marketing strategies and the creation of value. For the diagnosis, the Reptrak method was applied, which allows to measure the company's reputation in seven dimensions with the variables that evaluate the internal and external factors of the company. As a result, it is determined that the company requires strategies in the dimensions of work, citizenship and innovation, to obtain results that show a downward trend in correspondence with the weightings that the model entails. The information was collected through surveys of people who have had some experience with the products or services of the establishment. How do the strategies that contribute to the management of the dimensions arise, so that they contribute to the improvement of their corporate reputation.