Digital Transition And Consumer Behavior. Study Of Small And Medium Enterprises (Smes) In The Provinces Of Zone 3 Of Ecuador

Abstract

Digital transformation is important for SMEs because it allows them to improve operational efficiency, customer experience, and demand, compete with larger companies, and face internal and external threats. Therefore, the main objective of this study was: To design a digital transition model based on post-pandemic consumer behavior concerning SMEs of Zone 3 in Ecuador. As a methodology, the approach was quantitative, field design, fundamental type, and descriptive level; inductive-deductive, documentary, and modeling methods were used. The selected population was the SMEs of Zone 3 in Ecuador, with a stratified random sample of 362 establishments, to whom a survey was applied, based on a Likert-type questionnaire of 27 questions, with a reliability of 0.901, classified as very high level by Cronbach's Alpha coefficient. Among the main results, three sections were presented: 1) the current diagnosis of the SMEs of Zone 3 in Ecuador after the pandemic; 2) the relevant factors in post-pandemic consumer behavior; and 3) the proposed digital transition model. It is concluded that the current market requires a model that allows a transition from traditional commercial management to a digital one to know the current preferences and define strategies for this public.