Análisis de la implementación tecnológica para la sostenibilidad de las librerías de Guayaquil como resiliencia empresarial en tiempos de Covid-19.

Abstract

The objective of this research was to determine to what extent the use of Information and Communication Technologies has allowed the bookstores of the city of Guayaquil to cope with the pandemic. The mixed approach methodology applied a survey to readers through a structured instrument and an interview with two managers of bookstores in the city of Guayaquil. The results highlight that the technological implementations have allowed companies to improve the service, reduce costs, increase sales and acquire new customers and has been an element of resilience under the context of Covid-19, the interviewees consider that the restrictions of mobility did not affect the relationship with customers and that technology has been the main actor in the adaptation work in the context of the pandemic. Social isolation has generated different changes that have been necessary to continue activities related to health, entertainment, faith, work, shopping and education. Social networks and the use of applications have helped increase user demand. Regarding the behavior of users in the context of Covid-19, it could be concluded that users increased their reading habits. Significant differences between the responses could be determined according to the sex of the respondent, level of education and employment situation in most of the dimensions of the questionnaire.