Incidencia de la cadena de valor en la imagen de marca de la Facultad de Ciencias Económicas y Administrativa de la Universidad Católica Santiago de Guayaquil.

Abstract

This study describes the main theories of the value chain for organizations and the importance of thinking about the needs of customers as the main element to delimit the strategies of the organization. Identifying primary activities and supporting or secondary activities of the organization. The service industry in the university education sector has changed drastically over the years, with an offer in the field of social area that compete as substitutes for the business administration career of the Universidad Católica Santiago de Guayaquil, this proliferation of races has generated an intensification of the industrial rivalry, this also affected by an external variable that can not be controlled that is the fall of the Gross Domestic Product, that has caused an economic recession in the country. All these factors have affected the number of students who enter the Catholic University of Santiago de Guayaquil. The results of the research show the perception of primary services and support activities by the students of the Faculty of Economic and Administrative Sciences of the Catholic University Santiago de Guayaquil and the perception of the repurchase of the services offered by the Catholic University Santiago de Guayaquil. The proposal is comprehensive and not only refers to the incorporation of new technological tools for decision making, but also a training process for the members of the organization, being the most valuable intangible for organizations if they want to be competitive in the long term.