Análisis del comportamiento del consumidor de servicios jurídicos en la ciudad de Guayaquil.

Abstract

The present study aims to analyze the behavior of users of legal services in Guayaquil, employing quantitative and qualitative methods to identify the consumer profile, determine the factors influencing their decisions, as well as the main influencers when hiring legal professionals. The findings provide a detailed overview of these elements, an identify factors affecting the continuity of contracted legal services or the search for new sponsors during court proceeding. The results reveal several factors that influence customer decisions. These include reputation, fees, recommendations, demonstrable experience in the field, among others, stand out. These aspects are decisive in the initial hiring and permanence of a technical defender throughout the judicial process. Likewise, it is evident that trust and satisfaction with the service are crucial elements for customer loyalty. Those who perceive personalized attention, respectful treatment, and effective representation tend to maintain their relationship with their current lawyer. On the other hand, dissatisfaction with any of these aspects may motivate the search for other lawyers. The present study offers an understanding of the factors influencing the decisions of users of legal services in Guayaquil, as well as their ongoing relationship with legal advisors during court proceedings.