Ingeniería en Marketing-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/95

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Subject "Administración::Organización de Empresas::Marketing (comercialización)"

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    Análisis de los momentos de verdad dentro de los modelos moleculares en la atención sanitaria (cirugía, consulta, hospitalización): identificación de errores y medición de la satisfacción del paciente en el sector de salud privada de Cuenca-Ecuador, 2024
    (Universidad de Cuenca, 2025-09-26) Suqui Uyaguari, Christian Fernando; Vivar Sánchez, Iván Mateo; Pesántez Vicuña, Saúl Fernando
    This study examines the influence of moments of truth within molecular models (surgery, consultation, and hospitalization) on patient satisfaction in private clinics in Cuenca, Ecuador. Using a mixed methodology (focus groups and stratified surveys), three hypotheses were tested: (1) service errors reduce the probability of recommendation by 30%, (2) satisfaction with the treating physician explains 40% of the variability in overall satisfaction, and (3) in-person follow-up generates 30% higher satisfaction than virtual follow-up. Results revealed that resolving errors increases recommendations by 26.3% (below the 30% threshold), satisfaction with the physician accounts for only 9.6% of variability, and no significant difference exists between in-person (86.9%) and virtual (81.5%) follow-up. The study concludes that error management and personalized follow-up are critical to enhancing patient experience.
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    Estudio de la influencia de los elementos de servucción de los modelos moleculares en la percepción de tangibilización del servicio de las barberías de Cuenca
    (Universidad de Cuenca, 2025-09-26) González Bermeo, Melva Mariela; Vélez Sacaquirín, Cristina Valeria; Pesántez Vicuña, Saúl Fernando
    This research analyzes the influence of servuction elements (infrastructure, service provider, and contact personnel) and molecular models (haircut; haircut + beard; haircut + facial; haircut + beard + eyebrows + facial; and haircut + facial + hair removal) on the perception of service tangibilization (price, brand, and usage situation) in barbershops in Cuenca, among men aged 18 to 29. The study adopts a mixed-methods approach, combining exploratory and conclusive descriptive cross-sectional methods. In the first phase, a qualitative methodology is applied through focus groups, aiming to deepen the understanding of users’ perceptions regarding service tangibilization. Subsequently, a quantitative methodology is employed through surveys. The findings reveal that prioritizing servuction elements directly influences clients’ perception of the service. A high valuation of the provider (personalized attention) and contact personnel (appointment management) shifts preferences from price toward brand. Likewise, the importance of infrastructure (location and cleanliness) emphasizes the usage situation. The complexity of the service, defined by the molecular model, only affects perception during regular maintenance and emergency visits, guiding evaluation toward physical evidence and implicit promises, but loses significance in other contexts. Furthermore, price impacts simpler services, such as haircuts, but not more complex models.
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    Estudio del xenocentrismo, etnocentrismo y preferencia sobre la categoría jeans en la generación Z de la ciudad de Cuenca-Ecuador
    (Universidad de Cuenca, 2025-05-19) Miranda Guamán, Daniela Michelle; Segarra Villa, Michelle Paola; González Loyola, Pablo Arturo
    This academic article aims to analyze the influence of xenocentrism and ethnocentrism on the purchasing preferences for jeans among Generation Z in Cuenca, Ecuador. The consumption behavior of this generation has been shaped by its immersion in a globalized environment, where the perception of quality and prestige associated with foreign products plays a significant role. To achieve this, a quantitative methodology was employed using a stratified probabilistic sampling design. The target population consisted of 400 young people aged 18 to 29 residing in the urban area of Cuenca, and data were collected using semi-structured surveys along with the CETSCALE to classify participants as xenocentric, ethnocentric, or neutral. The results showed that 61% of the respondents were classified as xenocentric, indicating a marked preference for foreign products. Additionally, it was observed that xenocentric individuals are willing to pay a higher price for jeans of foreign brands compared to ethnocentric individuals. However, both groups displayed an inclination toward acquiring foreign brands, especially those from the United States. This study provides valuable insights for the Ecuadorian textile industry, highlighting the need to improve the perception of quality and value of domestic brands.
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    Etnocentrismo y elección de comida típica en la Generación Z de la ciudad de Cuenca
    (Universidad de Cuenca, 2025-09-24) Loja Gutiérrez, María Paula; Ramón Ureña, Nathaly Gabriela; González Loyola, Pablo Arturo
    This study examines the influence of ethnocentrism on the food preferences of young people in Cuenca, specifically Generation Z (ages 21 to 28). Using a quantitative, cross-sectional design, a survey was conducted with 384 participants. The results show that higher ethnocentrism correlates with a preference for traditional local food, while lower ethnocentrism is linked to greater openness to international cuisine. A relationship between income level and degree of ethnocentrism was also identified. These findings highlight the role of cultural identity in shaping consumer behavior and preferences. Consequently, gastronomic marketing strategies should be tailored to consumers’ ethnocentric profiles to enhance emotional connection with local products.