Análisis del proceso de transformación digital de las micro, pequeñas y medianas empresas (MIPYMES) en la ciudad de Tena, en el sector financiero tras la pandemia del COVID 19; en el periodo 2022 - 2023

Abstract

Abstract: They present thesis work focuses on analysing and understanding the level of digital transformation of the 10 financial sectors of micro, small, and medium-sized enterprises in the city of Tena after COVID- 19 pandemic in the period 2022- 2023. The methodology used in the study combines exploratory and descriptive approaches. Both deductive inductive methods are employed to obtain solid and well- founded conclusions. A documentary and field design are used, and a qualitative approach is applied to gain a Deep understanding of the experiences and perspectives of the companies. For data collection, a questionnaire developed by the entrepreneurship and innovation research group was used, and interviews were conducted with the managers of the financial institutions. The study concludes that the 10 SMEs have advanced digital transformation and recognize the importance of implementing it within their organizations. However, it was observed that there are areas or processes that still require guidance, such as the implementation of new services. Additionally, they are motivated and seek guidance to improve their strategies. Therefore, it was proposed to implement artificial intelligence(chatbot) in the provision of services to optimize customer satisfaction through the use of websites, in order to provide better assistance to clients.