Análisis del proceso de transformación digital tras la pandemia del COVID 19 de las micro, pequeñas y medianas empresas (MIPYMES) del sector inmobiliario, de la ciudad de Ambato, provincia de Tungurahua, durante el período 2022-2023.

Abstract

Abstract: This study analyzes the process of digital transformation of MSMEs in the sector real estate in the city of Ambato during the period 2022-2023, after the pandemic of COVID-19. The research sought to theoretically support the process of digital transformation in intermediate cities of Ecuador, determine how it affects the digital transformation to MSMEs and how capacity development can help organizational digital transformation. A mixed research method was used, applying a diagnostic instrument through a digital questionnaire and interviews with 10 companies in the real estate sector of Ambato. The study concludes with a proposal for the digital transformation process, including strategies such as the digital transformation itself itself, customer relationship management and the use of industry-specific technologies real estate, known as proptech. This study is relevant to understand how MSMEs from intermediate cities such as Ambato can improve their competitiveness through of digital transformation and how this can contribute to the economic development of the region.