La Seguridad y su efecto en el Comportamiento de Compra Compleja en el sector automotor en el norte de Guayaquil

Abstract

Due to it is essential for companies, in terms of generating competitive advantage, to determine customer's preferences regarding the service received, this research had the objective of determining the influence that the security dimension has on the customer’s complex buying behavior in the automotive trade in the north of Guayaquil. For this purpose, a survey of 13 questions was prepared, which were created based on four criteria that were: collaborators who transmit trust, customers who feel safe with their provider, friendly collaborators and well-trained employees.