Cambio de imagen corporativa en Instituciones Financieras y su influencia en el comportamiento de usuarios de Guayaquil

Abstract

This academic article shows a broad analysis of the corporate image change in financial institutions and its influence on the behavior of users in Guayaquil to determine the applicable strategies in the financial sector. In the analysis follow through a correlational investigation was applied, establishing the preferences of consumers, in addition, for the statistical analysis of the data obtained, the quantitative perspective was used, the survey technique was applied and for the qualitative approach was applied the interview technique to two groups within the financial sector: active users of banking services and individuals working inside the financial sector.