<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000300125</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis del comportamiento de compra en servicios intangibles]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of purchasing behavior in intangible services]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Delgado Estrada]]></surname>
<given-names><![CDATA[Stephanie]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Villacis Aveiga]]></surname>
<given-names><![CDATA[Washington Homero]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chávez Garcés]]></surname>
<given-names><![CDATA[Angel Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>3</numero>
<fpage>125</fpage>
<lpage>133</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000300125&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000300125&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000300125&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Es importante que las compañías antes de lanzar un determinado producto, establezcan un análisis previo del comportamiento en la decisión de compra del segmento al que apuntan, esto de debido a que sus ventas dependen del grado de aceptación que estas tienen en la vida de sus clientes. Cuando la compañía tiene como razón económica la comercialización de servicios, la planificación debe estar basada en simulaciones en específico, esto comprende crear criterios de valor en la mente del consumidor, para que acepten una transacción sin antes recibir el servicio, algunos expertos de marketing establecen que factores culturales, económicos, religiosos y sociales influyen directamente en la decisión de compra. En la investigación se realizó un análisis sobre la proyección de servicios de una institución financiera, cuyos resultaros fueron una aceptación directa del cliente siempre y cuando sus servicios no fueran costosos y exista una relación estrecha en la atención a reclamos, se identificó también que la permanencia en el mercado ha generado una confianza en el cliente]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT It is important that companies before launching a particular product, establish a previous analysis of the behavior in the decision to purchase the segment they target, this because their sales depend on the degree of acceptance they have in the lives of their customers. When the company has economic reason to market services, planning must be based on specific simulations, this involves creating criteria of value in the mind of the consumer, to accept a transaction without first receiving the service, some marketing experts establish hat cultural, economic, religious and social factors directly influence the purchasing decision. The research carried out an analysis of the projection of services of a financial institution, which resulted were a direct acceptance of the client as long as their services were not expensive and there is a close relationship in the attention to claims, it was also identified that permanence in the market has generated a confidence in the customer]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[comportamiento]]></kwd>
<kwd lng="es"><![CDATA[cliente]]></kwd>
<kwd lng="es"><![CDATA[servicios intangibles]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[behavior]]></kwd>
<kwd lng="en"><![CDATA[customer]]></kwd>
<kwd lng="en"><![CDATA[intangible services]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ajzen]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<source><![CDATA[Factors influencing intentions and the intention behavior relation]]></source>
<year>1974</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Human Relations]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alonso Bobes]]></surname>
<given-names><![CDATA[A. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Felipe Valdés]]></surname>
<given-names><![CDATA[P. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Servicio logístico al cliente en empresas de servicios: procedimiento para su diseño]]></article-title>
<source><![CDATA[Economía y Desarrollo]]></source>
<year>2014</year>
<volume>152</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>1-4</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baena Graciá]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Moreno Sánchez]]></surname>
<given-names><![CDATA[M. D.]]></given-names>
</name>
</person-group>
<source><![CDATA[Instrumentos de marketing]]></source>
<year>2011</year>
<publisher-loc><![CDATA[Colombia ]]></publisher-loc>
<publisher-name><![CDATA[UOC]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bigne]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Cuenca]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de mercados]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[McGraw- Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Borja]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Reyes]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[El Sector de supermecados en el Ecuador]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Quito ]]></publisher-loc>
<publisher-name><![CDATA[Superintendencia del Control del Mercado]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brown]]></surname>
<given-names><![CDATA[L. O.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comercialización y análisis del mercado]]></source>
<year>2011</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[Selcon]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carballar]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Social media: marketing personal y profesional]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[RC libros]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cedeño]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Digital]]></source>
<year>2010</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Publicaciones Vértice]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Copeland]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Koller]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Murrin]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Valuation: measuring and managing the value of companies]]></source>
<year>2000</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[John Wiley]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dvoskin]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de marketing]]></source>
<year>2006</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones Granica S.A.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fischer]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Manstead]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[The relation between gender and emotions in different cultures]]></source>
<year>2000</year>
<publisher-loc><![CDATA[Cambridge ]]></publisher-loc>
<publisher-name><![CDATA[Cambridge University Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Manual de marketing]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Esic Editorial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<collab>Garnica, &amp; Maubert</collab>
<source><![CDATA[Fundamentos de marketing]]></source>
<year>2009</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Pearson Education]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gómez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Economía y valores humanos]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones Encuentro]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Grajales]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<source><![CDATA[Estudio de Mercado y Comercialización]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Instituto Interamericano de Ciencias Agrícolas]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de mercados]]></source>
<year>2002</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dirección de marketing]]></source>
<year>2012</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Pearson Educación]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[López]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[La esencia de marketing]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones UPC]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Malhotra]]></surname>
<given-names><![CDATA[N. K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de mercados, un enfoque aplicado]]></source>
<year>2004</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Pearson Educación]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<collab>Maslow</collab>
<source><![CDATA[Motivation and Personality]]></source>
<year>1970</year>
<publisher-loc><![CDATA[New Jersey ]]></publisher-loc>
<publisher-name><![CDATA[Prentice Hall, Inc.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moguel]]></surname>
<given-names><![CDATA[E. A]]></given-names>
</name>
</person-group>
<source><![CDATA[Metodología de la Investigación]]></source>
<year>2013</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Colección Héctor Merino Rodríguez]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Munuera]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Casos de marketing estratégico en las organizaciones]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[ESIC.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sainz]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[El plan de marketing en la práctica]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[ESIC Editorial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Severa]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Gil]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Fuentes]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[La influencia de la calidad de servicio logístico en la lealtad]]></source>
<year>2009</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Investigaciones Europeas de Dirección y Economía de la Empresa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shiffman]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Kanuk]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comportamiento del consumidor]]></source>
<year>2005</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Pearson Educación]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Solomon]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comportamiento del consumidor]]></source>
<year>2008</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Pearson Educación]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Talaya]]></surname>
<given-names><![CDATA[Á.]]></given-names>
</name>
</person-group>
<source><![CDATA[Principios de marketing]]></source>
<year>2008</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Esic Editorial]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
