Marketing relacional en la universidad ecuatoriana en tiempo de crisis (distanciamiento). Caso Universidad Técnica Particular de Loja, Modalidad Presencial año 2022

Abstract

Abstract: As a result of the Covid 19 pandemic forced the world to comply with sanitary isolation measures, the Universidad Técnica Particular de Loja was forced to carry out administrative and educational changes in its activities. The student population adapted to a new reality, which is why this degree work aims to analyze relationship marketing strategies aimed at achieving student satisfaction. A conceptual framework was established based on administrative management and relational marketing. For the investigation, the context and current conditions of the UTPL have been analyzed; with a field investigation of 236 students of the face-to-face modality to determine the levelof relationship of the communication channels, whether they are academic procedures and to generate communication; also the relationship attributes of the service channels. The work provides a relational marketing proposal that involves changes to be madeby the UTPL such as: service channels with an omnichannel vision, a campaign to build and consolidate the UTPL brand with a multiplatform content approach.