Análisis de estrategias idóneas para mejorar la reputación de la empresa eléctrica CNEL EP en la ciudad de Machala.

Abstract

The purpose of this research work is to evaluate the reputation of the National Electricity Corporation (EP), in a focussed approach to issues related to the identity and corporate image. Corporate reputation is important in public or private companies and is formed based on the experiences or recommendations of interest groups or stakeholders, for this reason it is essential to apply marketing proposals to mitigate or prevent problems. The model of the entity under study is monopolistic because it exercises total control in the electricity distribution service in the City of Machala. To gather information, research techniques such as the survey, the interview and scientific articles were used in the development of the practical case that is in the line of the subject of branding. The general objective is to analyze suitable strategies with the purpose of changing the perceptions of society in general. In the diagnosis of the situation, the REPTRAK model was applied because it has a higher ranking worldwide; It also allows analyzing internal - external aspects through 7 dimensions: offer / product or service, integrity, innovation, leadership, finance, work environment and citizenship. As a result, it was determined that the company has a low reputation level, for this reason it was finally developed alternative solutions aimed at improving the expectations of customers or users.