Análisis de factores relacionados a la deserción de los usuarios del segmento denominado "amarillos" de la ruta PRO ECUADOR de la ciudad de Guayaquil.

Abstract

The present investigation is focused on determining the factors that affect the desertion of users of the "yellow" segment of the route PRO ECUADOR in the city of Guayaquil. The problematic could be identified thanks to the reports presented by the institution's Department of Services, which reflected a significant percentage of these users who did not give continuity to the process of the PRO ECUADOR route and who did not return to the offices for meetings with service advisors. The methods that were used to carry out this research were qualitative and quantitative tools for market research. As a quantitative tool, a survey was carried out, which was sent to the Institute's yellow user base. On the other hand, as a qualitative tool, 3 in-depth interviews were conducted with users who, as indicated by the Department of Services, did not give continuity to Process of the Route PRO ECUADOR, despite having a potential product for exportation. This research investigated the main factors linked to the desertion of the mentioned users, so that the Institution can have tools that allow it to improve the perception and quality of its services in order to be able to continue advising more users and fulfill its main organizational objective: to achieve the internationalization and diversification of the Ecuadorian exportable offer.