Modelo de comunicación integral para posicionar la imagen corporativa de “Comercial Vera", de la ciudad de Riobamba, provincia de Chimborazo, en el año 2018

Abstract

The objective of this investigation is to elaborate a model of integral communication to situate the corporate image of “Comercial Vera", in Riobamba, Chimborazo province, 2018. The methodology used in the investigative process was, through the application of surveys to the province economically active and the development of a FODA analysis, different findings have been determined, among them is the lack of a communication model that manages “Comercial Vera", it is for this reason that, clients who know about the organization, use third parties, as well as, the lack of training of personnel in human relations, which has led to clients prefer to make purchases in another company. Based on the information obtained, it has proceeded to develop different types of strategies focused on internal and external clients, looking for their satisfaction, achieving a harmonious and pleasant environment to develop each one of the activities, it is expected that with the implementation of new clients, they will be attracted and become loyal to those existing Therefore, it is recommended that the owner of “Comercial Vera”, select for the implementation of the integral communication model.