Estudio del consumidor de servicios de consultoría legal prepagada en Guayaquil.

Abstract

In the city of Guayaquil, access to prepaid legal advisory services marketed under a marketing logic is managed by various factors, which are not known to consumers. From the perspective of service marketing and consumer behavior, prepaid legal consulting opts to be a reliable alternative; however, its level of adoption in society remains low. Therefore, the research posed the following question: how do psychological, social, and cultural factors influence the offering of prepaid legal consulting services in the city of Guayaquil? The general objective is based on analyzing the factors that influence the purchasing behavior of these services, with the aim of identifying consumer profiles. The study was developed under a non-experimental design, with a mixed approach, exploratory and descriptive type, and cross-sectional. For data collection, surveys based on the SERVQUAL model were applied, as well as interviews focused on consumers and legal professionals, which allowed for the evaluation of service perception, in addition to identifying the main challenges. The results show that hiring mainly depends on the perception of value, trust, service clarity, and the consumer's previous experience, rather than price. Additionally, there is acceptance towards subscription models and digital channels, as long as their benefits are clearly communicated.