Corporate image of the Ecuadorian Social Security Institute

Abstract

The objective of the research was to analyze the corporate image of the Ecuadorian Institute of Social Security in the city of Cuenca. Methodologically developed from a non-experimental descriptive perspective, the population sample consisted of 698 members. The Ecuadorian Institute of Social Security, is going through both administrative and financial difficulties mainly due to the fact that the contributions of the affiliates do not cover health expenses and pensioners, each year its portfolio of accounts receivable has been growing and even more so the bad debt that the state maintains with the IESS, likewise since 2015 the national government eliminated the contribution of 40%, also the constant changes of managers and the increase in attention to members, family members and dependents.

Keywords

• seguridad social
• método de planificación
• planificación estratégica
• marketing.