https://repositorio.uleam.edu.ec/handle/123456789/2 2026-04-07T05:16:18Z https://repositorio.uleam.edu.ec/handle/123456789/7943 Título : Endomarketing y su influencia en el desarrollo de las empresas familiares de Manta. Autor : Zambrano Becherel, Génesis Melissa Resumen : Family businesses have always been responsible for maintaining an intimate relationship between the company and the family, downplaying internal processes, which focus on the development of staff management or so-called internal customers. That is why endomarketing is not only focused on the internal and labor relations of the work team but also on human relations, becoming an important tool for the development of these companies. This research has a qualitative, descriptive and correlational approach, whose unit of analysis was Likert-scale surveys, directed at 104 Family businesses in Manta, with a data collection technique, through the statistical program IBM SPSS, that allowed us to analyze the variables, dimensions and indicators of endomarketing and family businesses to determine their influence on family businesses. Descripción : Las empresas familiares siempre se han encargado de mantener una relación íntima entre la empresa y la familia, restándole importancia a los procesos internos, que se enfocan en el desarrollo de la gestión del personal o de los llamados clientes internos. Es por ello, que el endomarketing no solo tiene su enfoque en las relaciones internas y laborales del equipo de trabajo sino también en las relaciones humanas, transformándose en una herramienta importante para el desarrollo de estas empresas. 2022-01-01T00:00:00Z https://repositorio.uleam.edu.ec/handle/123456789/7942 Título : El marketing relacional y su incidencia en el servicio al cliente: caso Indumaster S.A – Manta. Autor : Sánchez Castillo, Gema del Pilar Resumen : Relationship marketing contemplates construction strategies for a brand that leads to conquering and retaining customers, in addition, it is an action aligned with positioning. The objective of this study is to determine how Relational Marketing affects customer service: Indumaster S.A – Manta case. Likewise, descriptive, exploratory, field, and non-experimental explanatory research was used, under a qualitative and quantitative approach, through surveys on a Likert scale, applied to 312 clients of Indumaster S.A. in the city of Manta and an interview with the company manager. A high reliability of 0.921 was evidenced by means of the SPSS statistic, which shows that relationship marketing directly affects customer service, contributing to achieving customer loyalty and contributing to the purchase decision process, in addition to providing a post-sale follow-up obtaining positive results. Descripción : El marketing relacional contempla estrategias de construcción para una marca que conlleva a conquistar y fidelizar a los clientes, además, es una acción alineada al posicionamiento. El presente estudio tiene como objetivo determinar de qué manera el Marketing Relacional incide en el Servicio al Cliente: caso Indumaster S.A – Manta. Así también, se empleó la investigación de tipo descriptiva, exploratoria, de campo, y explicativa no experimental, bajo un enfoque cualitativo y cuantitativo, a través de encuestas en escala de Likert, aplicada a 312 clientes de Indumaster S.A de la ciudad de Manta y una entrevista al administrador de la empresa. 2022-01-01T00:00:00Z https://repositorio.uleam.edu.ec/handle/123456789/7941 Título : Marketing experiencial y su influencia en el comportamiento de compra en los spa de Manabí frente a la covid-19. Autor : Rivadeneira Moreira, Emily Jessabell Resumen : Experiential marketing is widely used by companies today. This research work aims to "Determine how experiential marketing influences purchasing behavior in spas in Manabí against covid-19", the type of methodology was qualitative, quantitative, correlational, field, documentary and bibliographic . The data collection techniques were elaborated on the Likert scale, being valued as 5 very important and 1 unimportant, the survey format was answered by 24 people who own spas, with a number of 18 items, therefore The tabulation was developed in the SPSS system, performing validation in Spearman's Rho, Cronbach's Coefficient, resulting in a reliability of 0.918, which ensures its applicability, with very high correlations between variables; A proposal was applied to boost spas within the pandemic. Descripción : El marketing experiencial es muy utilizado por las empresas en la actualidad. Este trabajo de investigación tiene como objetivo “Determinar de qué manera el marketing experiencial influye en el comportamiento de compra en spas de Manabí frente al covid-19”, el tipo de metodología fue, cualitativa, cuantitativa, correlacional, de campo, documental y bibliográfica. 2022-01-01T00:00:00Z https://repositorio.uleam.edu.ec/handle/123456789/7940 Título : Blended marketing: incidencia en consumidores de prendas de vestir para damas de nuevo Tarqui. Autor : Peñaherrera Celorio, Lenin Ricardo Resumen : Today social networks as a means of BTL communication are essential to publicize the business product and cover a broader segment hand in hand with offline marketing, this strategy is applied with the sole purpose that consumers They can empathize more with the brand of the micro-enterprises that are in this sector in order to achieve successful customer loyalty. Within this research study it had a qualitative, quantitative approach, correlational descriptive type, as a quantitative study it was carried out through a survey with a measurement on the Likert scale made up of 12 items that was applied to 77 consumers, it was evidenced with a reliability of 0.933 highly positive, applied in the SPSS Software program. The results obtained reflected that the Blended Marketing is a strategy that allows to achieve the objectives desired by the merchants. Descripción : Hoy en día las redes sociales como un medio de comunicación BTL son indispensables para dar a conocer el producto de los negocios y abarcar un segmento más amplio llevado de la mano con el marketing offline, se aplica esta estrategia con el único fin de que los consumidores puedan empatizar más con la marca de las microempresas que se encuentran en este sector para así lograr una fidelización acertada por parte del cliente. 2022-01-01T00:00:00Z