Modelo de Responsabilidad Social para la empresa elite del sector automotriz en la ciudad de Cuenca, Ecuador

The automotive market in the city of Cuenca, is in places with high flow of customers who demand automotive services, ranging from regular maintenance to the sale of spare parts, offering adequate and timely services. The present study emphasizes the problems that exist in these areas as they are: the lack of timely communication between the company and its clients, causing inconveniences in the work environment, therefore, it was determined to analyze from the perspective of social responsibility, aiming to design a model of Social Responsibility that improves the quality of care to consumers, offering timely and quality services, attached to ethical values, the following authors give relevance to the study, including Aguilera (2012); Feldman and Reficco (2015); Guerrero and Sandoval (2011), among others. From the methodological point of view, the type of research is descriptive order with a qualitative approach, supported by the deductive method. The results indicate that assuming consumer-oriented social responsibility approaches will generate a harmonious environment with the client and workers, generating favorable environments where credibility and customer loyalty strengthens the productive and sustainable plan of the company. It is concluded that, by assuming this new approach, the company will achieve a fluid, active and reliable communication, will elevate the corporate image of the company, and will be able to define communication strategies that will improve the working environment.