Análisis de la percepción de los comerciantes del cantón Machala del servicio nacional de aduanas del Ecuador año 2022

Abstract

The present research work entitled Analysis of the perception of the merchants of the Machala canton, of the national customs service of Ecuador, year 2022, in which we set out to analyze the perception of the merchants of the Machala canton about the SENAE, to know three important aspects in an investigation of public perception, public map, notoriety, notability and corporate reputation. The research techniques used were focus groups, interviews and content analysis, because it is a qualitative work with an intentional non-probabilistic sample, because the number of formal and informal merchants in the central hull of Machala. The sources of information were formal merchants with commercial premises located between Ayacucho, A.v Arizaga, Buenavista and Marcel Laneado streets and informal ones in the same streets, merchant leaders from central markets, owners of commercial premises located on the streets, lawyers, journalists, personal administrative staff of SENAE and social networks, both of SENAE and independent media. SENAE does not have visibility in the merchants due to the bad and poor management of communication strategies that allow it to have a presence in its direct and indirect audiences, which were established through research, being the direct audiences the merchants and indirect all those who have a relationship with merchandise entering the country. The recommendation for the institution is that they carry out an adequate management of reputation in crisis, along with tools and techniques so that the institution has notoriety and notability in the minds of its public, to have acceptance and an adequate functioning of its identification.