Análisis de la influencia de la imagen corporativa en el comportamiento del consumidor, en entidades financieras ecuatorianas privadas en la ciudad de Quito.

Abstract

The influence of the corporate image on financial institutions in the city of Quito is one of the first reasons why people decide to trust in an institution and save their income and savings. This type of responsibility these institutions have is quite large because it is about the handling and care of customers' money. This article analyzes through the surveys of a random group of people, the current population in the city of Quito and the economically active population (PEA) that exists in the city; This means that Article 66.- in the Republic Ecuador’s Constitution is fulfilled in the Rights of the Financial User Code of the Superintendence of Banks that says: “It recognizes and guarantees people, among others, the rights to develop economic activities, individually or collectively; to freedom of contract; to the protection of personal data” (Superintendency of Banks, 2019) People have the right to keep their information private, taking into account that no public or private institution can provide customer data to individuals or without a legal authorization from the main user, this helps to protect the safety of citizens.