La aplicación de estrategias de posicionamiento de las empresas de servicios de pagos electrónicos en la ciudad de Guayaquil.

Abstract

Currently, in the city of Guayaquil, electronic payment service organizations face a challenging market that is constantly evolving. Despite the increase in the use of these electronic media, many brands dedicated to these services are still struggling to position themselves and differentiate themselves effectively from their competitors. Therefore, the objective of this research was to analyze the application of positioning strategies of electronic payment service companies in the city of Guayaquil, where a qualitative methodology was used in which eight interviews were carried out with the owners and administrators of businesses that adopt this payment technology. Under this method, the result was that the electronic payment services companies mentioned during the interviews are highly recognized and valued for their effectiveness and competitive prices. Specific areas are observed such as customer service, support for marketing tools, Perceived costs and frequency of training users with their devices represent elements to improve in the long term. It is important to mention that improving these areas would increase the loyalty and satisfaction of potential customers and at the same time strengthen the brands as main suppliers in this market. In conclusion, the results of the research determined that marketing strategies to position companies providing electronic payment services should have a fusion of promotions, advertising and discounts which should be half-technological and traditional presentations.