Journal of Management and Human Resources
type: channel
description: The Journal of Management and Human Resources (e-ISSN 3091-1850), published by Publis Editorial, the publishing unit of Publisciencia S.A.S. (R.U.C.: 1391936852001, Portoviejo, Ecuador), aims to serve as a multidisciplinary platform for disseminating innovative research and advanced practices in the fields of administrative sciences and human talent management. The journal promotes the analysis of theoretical and practical approaches that integrate disciplines such as management, organizational behavior, accounting, entrepreneurship, business administration, and human capital development. Furthermore, it expands its academic scope by incorporating research in agriculture, biology, history, philosophy, political science, geology, health sciences, pharmacy, technology, engineering, mathematics, economics, and education, fostering interdisciplinary dialogue among the social, natural, exact, and applied sciences. It offers a space where innovation, technology, and human vision converge to generate knowledge that drives competitiveness, efficiency, scientific development, and the sustainable growth of organizations and society on a global scale. The journal seeks to establish itself as an academic and professional benchmark for researchers, scientists, managers, and specialists interested in understanding and optimizing human and organizational potential within the contemporary challenges of scientific, technological, and social development.
publisher: Publis Editorial
language: en
publication name: Journal of Management and Human Resources
issn: 3091-1850
items: Influence of neuroleadership in Higher Education Management in Cumaná, Venezuela
items: Proposals for improving human talent management at Portoparques EP in Ecuador
items: School Leadership Management as a Catalyst for Educational Change in the Dominican Republic: Challenges and Perspectives
items: Emotional self-control and job performance in emotionally toxic organizational environments
items: Balancing Care and Code: Exploring Algorithmic Influences on Nurses’ Job Happiness
items: Human resource management in crisis and the right to decent work:An analysis from the perspective of ethics and organizationalresponsibility
items: Digital Leadership in Latin America: Key Competencies forManagers
items: Public Knowledge Management: Myth or Sustainable Innovation?
items: Human capital and competitiveness: An analysis using AHP andfactor analysis
items: Beyond salary, emotional intelligence, and performance in hybridenvironments
items: Digital nomadism as a structural phenomenon in the global postpandemicera
items: Work-related stress and its impact on employee performance at the Executive Hotel, Portoviejo, Manabí
items: Workplace stress and its influence on employee performance at Almxpress, Guayas, Ecuador
items: Supervisory educational management from a transcomplex perspective: towards a polyphonic and transformative school administration
items: Restaurant service and customer satisfaction: the case of Crucita beach, Ecuador
items: Inclusive leadership and its impact on talent retention in diverse teams
items: Post-COVID organizational culture models: resilience, adaptation, and a sense of belonging
items: Human talent management model based on work competencies:“Dulcería Los Almendros” Company, Rocafuerte canton
items: Leadership and goal achievement of the staff at Rancho Nápoles restaurant in Rocafuerte canton
items: Professionalization and strategic performance evaluation at Encanto Hotels in Isla Azul, Sancti Spíritus
items: Human talent management: the key to boosting workplace productivity
items: Neo-emergent leadership from the dimensions of being: a new vision for universities
items: Motivation and job performance of employees at the Rapi Natural Chip Company, Ecuador
items: Human talent management and its impact on labor productivity in the land transport cooperative CTM of Portoviejo
items: Organizational empowerment of human talent at the San Plácido Fine Aroma Cocoa Corporation, Ecuador
items: Organizational behavior, levels, and dimensions: multi-sectoranalysis in service companies in Manabí, Ecuador
items: Transhumanism as a tool of the new social era: researchforesight
items: Administrative management for staff development at La Milagrosa Company, Portoviejo canton, Ecuador
items: The slogans of the mayoral candidates for Portoviejo in the 2019 local elections
items: The role of emotional communication in the promotion of services: case of the Aesthetic Center "ADARA"

Influence of neuroleadership in Higher Education Management in Cumaná, Venezuela
type: item
description: The management of higher education institutions in Cumaná , Venezuela, has become progressively complex due to resource scarcity and the need for rapid adaptation to a constantly changing environment. Given this scenario, the present study analyzes the influence of neuroliderazgo ( neurolidership ) on strategic decision-making and organizational climate, providing a theoretical contribution to the existing literature that connects neuroliderazgo with educational management. To achieve this, a documentary research methodology was employed, based on an exhaustive review and a critical analysis that triangulated the theoretical contributions of neuroliderazgo with the contextual reality of Cumaná’s universities. The findings revealed that neuroliderazgo emerges as a strategic tool, capable of optimizing decision-making by fostering emotional regulation and self-awareness in leaders. Likewise, it was emphasized that traditional management models, based on pure rationality, are insufficient to address the challenges involving stress, decisional fatigue, and the cognitive biases inherent in managerial work. As a closing thought, it is highlighted that the principles of neuroleadership, focused on social cognition and empathy, are fundamental for building a climate of trust and collaboration, even in high-pressure environments. In short, this research argues that neuroliderazgo is not just an emerging discipline, but an operational necessity for resilient and effective educational management in the Cumaná region.
subject: Review articles
  topic: section
subject: neuroleadership
  topic: keywords
subject: educational management
  topic: keywords
subject: decision- making
  topic: keywords
subject: organizational climate
  topic: keywords
creator: Dorka J. Cárdenas
rights: Copyright (c) 2026 Dorka J. Cárdenas (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 29
ending page: 36
doi: 10.5281/zenodo.18271249

Proposals for improving human talent management at Portoparques EP in Ecuador
type: item
description: The objective was to propose improvement strategies for human talent management at the public company Portoparques EP in order to strengthen institutional efficiency, staff motivation, and service quality. A mixed-methods approach was employed, using a quantitative component based on Likert-scale surveys administered to 30 employees. Semi-structured interviews revealed the absence of structured induction processes, effective feedback mechanisms, and internal coordination. The SWOT analysis identified significant weaknesses, including the lack of continuous training, non-standardized processes, and low motivation. Identified threats included talent loss and regulatory barriers to process reform. Three strategic proposals were developed: a Human Talent Professionalization Program, an Internal Process Optimization and Institutional Communication Plan, and a set of Organizational Strengthening Strategies. Each proposal includes activities, timelines, responsible parties, and evaluation indicators, and is aligned with the current legal framework. Their implementation is expected to increase employee satisfaction, reduce unplanned turnover, and improve public perception of the services provided by the institution.
subject: Original articles
  topic: section
subject: human talent management
  topic: keywords
subject: professionalization
  topic: keywords
subject: performance evaluation
  topic: keywords
subject: work climate
  topic: keywords
subject: public sector
  topic: keywords
subject: Portoparques EP.
  topic: keywords
creator: Miguel A. Moreira
creator: Oscar A. Muñoz
creator: Alessia M. Putin
rights: Copyright (c) 2026 Miguel A. Moreira, Oscar A. Muñoz, Alessia M. Putin (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 16
ending page: 21
doi: 10.5281/zenodo.18319356

School Leadership Management as a Catalyst for Educational Change in the Dominican Republic: Challenges and Perspectives
type: item
description: This study analyzed the impact of educational policies on reducing social inequality in rural areas of the Dominican Republic. It sought to understand how rural education contributes to the social and economic development of these communities, drawing on Human Capital Theory (Becker) and Critical Pedagogy (Freire), which view education as a tool for empowerment and breaking cycles of poverty. A mixed-methods research approach was employed, combining quantitative data analysis from the Ministry of Education (MINERD) on academic access and achievement with qualitative interviews with principals, teachers, students, and parents in the Cibao and Southern regions. The findings revealed that the Extended School Day (ESD) has improved retention and access to nutrition. However, technological gaps persist, and teacher training remains insufficient, limiting educational quality. They also suggest that, despite progress, the lack of a comprehensive and sustained policy prevents a substantial reduction in inequality. The conclusion is that rural education is a powerful tool for social development in the Dominican Republic, but its potential is limited by structural deficiencies. To achieve true equity, greater strategic investment, specialized teacher training, and effective decentralization that strengthens local communities are crucial
subject: Original articles
  topic: section
subject: school leadership
  topic: keywords
subject: educational change
  topic: keywords
subject: challenges
  topic: keywords
subject: perspectives
  topic: keywords
subject: educational policies
  topic: keywords
creator: Nelson R. Rosario
rights: Copyright (c) 2026 Nelson R. Rosario (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 9
ending page: 15
doi: 10.5281/zenodo.18305641

Emotional self-control and job performance in emotionally toxic organizational environments
type: item
description: Esta investigación tiene como objetivo analizar la influencia del autocontrol emocional en el desempeño laboral en entornos organizacionales caracterizados por dinámicas emocionalmente adversas, desde una perspectiva de gestión del talento humano. El estudio se realizó mediante una revisión bibliográfica cualitativa y exploratoria, basada en el análisis sistemático de literatura científica publicada entre 2018 y 2024 en bases de datos académicas indexadas de alto impacto. La metodología permitió identificar tendencias teóricas y empíricas relacionadas con la regulación emocional, el bienestar psicológico y el comportamiento laboral en contextos organizacionales complejos. Los resultados muestran que el autocontrol emocional actúa como un recurso psicológico clave que modula la relación entre las condiciones laborales adversas y el desempeño, contribuyendo a la reducción del estrés, el agotamiento emocional y las conductas contraproducentes. Se encuentra que el fortalecimiento de las competencias emocionales promueve un desempeño estable y el bienestar psicológico del trabajador, incluso en contextos organizacionales desfavorables. Se concluye que el autocontrol emocional es un componente estratégico para la sostenibilidad del desempeño laboral y debe integrarse en las políticas de gestión del talento humano y prevención de riesgos psicosociales.
subject: Original articles
  topic: section
subject: Emotional labor
  topic: keywords
subject: Workplace well-being
  topic: keywords
subject: Psychosocial risks
  topic: keywords
subject: Talent management
  topic: keywords
subject: organizational behavior
  topic: keywords
creator: Gladys Jahaira Bustos Andrade
creator: Juan M Gómez
rights: Copyright (c) 2026 Gladys Jahaira Bustos Andrade, Juan M Gómez (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 1
ending page: 8
doi: 10.5281/zenodo.18319961

Balancing Care and Code: Exploring Algorithmic Influences on Nurses’ Job Happiness
type: item
description: Healthcare systems are gradually shaped by algorithm management, wherein digital tools regulate scheduling, monitoring, and task distribution. Although these methods are frequently implemented to improve efficiency, their effects on nurses' job happiness and overall well-being are inadequately examined, especially in Malaysia, where nurses are essential to maintaining healthcare service. Current research predominantly focusses on productivity and cost-efficiency, neglecting essential enquiries on the impact of algorithms on autonomy, trust, and well-being. This concept paper presents a paradigm to clarify the influence of algorithmic management on nurses' job happiness in Malaysia. Utilising literature from 2020 to 2024, it amalgamates insights from the Job Demands–Resources model, Self-Determination Theory, and sociotechnical systems views. The approach identifies algorithmic management as a pivotal factor affecting perceived autonomy, justice, and trust in AI systems, which in turn influences job happiness. Organisational support and digital literacy are presented as potential moderators that may either enhance or diminish these interactions. The paper contributes to three fundamental domains. Theoretically, it broadens existing discussions by situating algorithmic management and job happiness inside the Malaysian healthcare industry. It provides managers and policymakers with a conceptual framework for assessing the unexpected effects of digitisation on frontline carers. This methodologically proposes avenues for future empirical research, offering guidance for investigations that can inform solutions reconciling efficiency with compassion in nursing.
subject: Review articles
  topic: section
subject: Algorithmic management
  topic: keywords
subject: Nurses
  topic: keywords
subject: Job satisfaction
  topic: keywords
subject: Job happiness
  topic: keywords
subject: Perceived autonomy
  topic: keywords
subject: Trust in AI systems
  topic: keywords
creator: Abd Rahman Ahmad
creator: Hairul R. Md Sapry
creator: Umi K. Rashid
creator: Alaa S. Jameel
rights: Copyright (c) 2026 Abd Rahman Ahmad, Hairul R. Md Sapry, Umi K. Rashid, Alaa S. Jameel (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 22
ending page: 28
doi: 10.5281/zenodo.18301558

Human resource management in crisis and the right to decent work:An analysis from the perspective of ethics and organizationalresponsibility
type: item
description: This article examines the transformative role of human resources management in crisis contexts, highlighting its shift from a logic of entrepreneurship and growth to one centered on resilience, care, and organizational sustainability. Through a systematic review of scientific literature published between 2020 and 2024 in databases such as Scopus, Web of Science, and EBSCO, emerging human resource practices linked to adaptive leadership, occupational health, organizational resilience, and emotional support are examined. The research shows that, in the face of highly uncertain scenarios — such as pandemics, social conflicts, or economic disasters — the traditional Functions of HR departments are insufficient, requiring a reconfiguration toward more flexible, humanized, and collaborative models. The results reveal a paradigm shift in how organizational success is understood, prioritizing collective well-being, psychological safety, and internal cohesion over traditional productivity indicators. Effective strategies are also identified, such as strengthening internal support networks, empathetic leadership, implementing mental health protocols, and activating external alliances with a solidarity approach. The discussion argues that human resources play a crucial role as a mediator between external pressures and internal stability, thereby becoming a key driver of organizational resilience. It is concluded that, in crisis contexts, resisting implies more than just surviving: it means rebuilding the organization based on an ethic of care, inclusion, and collective coresponsibility.
subject: Review articles
  topic: section
subject: human resources
  topic: keywords
subject: organizational resilience
  topic: keywords
subject: empathetic leadership
  topic: keywords
subject: sustainability
  topic: keywords
creator: Dariee Valle
creator: Dianleis Pérez
rights: Copyright (c) 2025 Dariee Valle, Dianleis Pérez (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-07-31
publication date: 2025-07-31
starting page: 27
ending page: 32
doi: 10.5281/zenodo.16755365

Digital Leadership in Latin America: Key Competencies forManagers
type: item
description: This study examines key digital leadership competencies in the Latin American context, aiming to identify priority skills for managers leading technological transformation processes in both public and private organizations. The investigation was conducted using a sequential explanatory mixed-methods approach. In the first phase, a systematic review of scientific literature indexed in databases such as Scopus and Web of Science was conducted to define a solid conceptual framework. In the second phase, a structured survey was administered to 126 managers from five Latin American countries, complemented by semi-structured interviews with organizational experts. The results showed that interpersonal competencies were the most valued by participants, followed by digital techniques and strategic competencies. Adaptive and ethical competencies received lower relative weighting, which poses challenges in terms of sustainability and digital governance. Factor analysis and the AHP method enabled the identification of distinct digital leadership profiles and a ranking of competition dimensions based on their perceived impact. The study’s conclusions highlight ed the need to strengthen comprehensive training programs that encompass both soft and technical skills, as well as ethical skills, and to create institutional conditions that facilitate the effective development of digital leadership. Recommendations were proposed for universities, human talent managers, and decision-makers in the public sector.
subject: Original articles
  topic: section
subject: digital leadership
  topic: keywords
subject: management competencies
  topic: keywords
subject: organizational transformation
  topic: keywords
subject: interpersonal skills
  topic: keywords
subject: digital ethics
  topic: keywords
creator: Arlenis I. Mursulí
creator: Ronald Linares
rights: Copyright (c) 2025 Arlenis I. Mursulí, Ronald Linares (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-07-31
publication date: 2025-07-31
starting page: 21
ending page: 26
doi: 10.5281/zenodo.16753840

Public Knowledge Management: Myth or Sustainable Innovation?
type: item
description: This study critically examined the viability of knowledge management in the public sector as a sustainable innovation, versus the possibility that it may constitute an administrative myth with no concrete effects. A qualitative study was conducted, incorporating a systematic review of indexed academic literature and a comparative analysis of five relevant case studies from Uruguay, Colombia, Spain, Brazil, and Sweden. The goal was to identify the institutional, technological, cultural, and organizational conditions that determine the effectiveness of these strategies in state contexts. Based on an analytical matrix constructed with five key dimensions — institutionalization, technological capabilities, organizational culture, human talent participation, and sustainability-based evaluation —the cases were classified into three types: sustainable models, fragmented models, and symbolic models. The results showed that the most successful experiences occurred in countries with stable regulatory frameworks, committed political leadership, interoperable technological infrastructure, and an institutional culture oriented toward collective learning. In contrast, in contexts where reforms were implemented through imitation without support structures or continuity, knowledge management operated as a ritual practice with no transformative impact. It was concluded that for this tool to become a proper mechanism for innovation in public management, it must be integrated into state policy, accompanied by resources, evaluation mechanisms, and a strategic vision that values institutional knowledge as a central asset of democratic governance and the generation of public value.
subject: Original articles
  topic: section
subject: gestión del conocimiento
  topic: keywords
subject: sector público
  topic: keywords
subject: innovación
  topic: keywords
subject: cultura organizacional
  topic: keywords
subject: sostenibilidad
  topic: keywords
creator: Verónica Vargas
creator: Loyola Guadalupe García
rights: Copyright (c) 2025 Verónica Vargas, Loyola Guadalupe García (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-07-31
publication date: 2025-07-31
starting page: 15
ending page: 20
doi: 10.5281/zenodo.16750065

Human capital and competitiveness: An analysis using AHP andfactor analysis
type: item
description: This study examines the influence of human capital on organizational competitiveness using a mixed methodological approach that integrates the Analytic Hierarchy Process (AHP) and Exploratory Factor Analysis (EFA). The research is based on the design of a hierarchical model composed of seven key dimensions of human capital: technical training, soft skills, work experience, leadership, innovation, work commitment, and strategic alignment. These dimensions were evaluated through expert judgment and subsequently empirically contrasted through a survey of 227 professionals from various productive sectors. The results of the HPA revealed that the most strategically valued dimensions are technical training, soft skills, and work experience, while commitment and strategic alignment received less weight. The EFA allowed us to identify three latent factors that structure human capital: technical competence, socioemotional skills, and strategic commitment. The triangulation of both techniques revealed gaps between the technical perspective of experts and the lived experience of employees, especially regarding the role of commitment and adaptability in creating organizational value. That competitiveness depends not only on operational capabilities but also on attitudinal factors that strengthen the connection between human talent and the institutional mission. The proposed model provides a comprehensive and replicable tool for strategic decision-making in human talent management.
subject: Original articles
  topic: section
subject: human capital
  topic: keywords
subject: competitiveness
  topic: keywords
subject: analytical hierarchy
  topic: keywords
subject: factor analysis
  topic: keywords
subject: talent management
  topic: keywords
creator: Liset Cancio
creator: Arlin Nardo
rights: Copyright (c) 2025 Liset Cancio, Arlin Nardo (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-07-31
publication date: 2025-07-31
starting page: 9
ending page: 14
doi: 10.5281/zenodo.16744857

Beyond salary, emotional intelligence, and performance in hybridenvironments
type: item
description: This study analyzes the relationship between emotional intelligence and job performance in hybrid contexts, characterized by a combination of in-person and remote learning modalities. Using a quantitative correlational approach and a cross-sectional design, validated scales were administered to a sample of 120 Latin American workers from various sectors, including technology, education, telecommunications, and public administration. The results showed a positive correlation between emotional intelligence and task performance (ρ = 0.65) and contextual performance (ρ = 0.56), as well as a negative correlation with counterproductive behaviors. These associations support the literature that highlights the strategic value of emotional competencies in omplex work environments. The study highlights the significance of recognizing emotional intelligence as a multifaceted resource that fosters adaptation, psychological well-being, and organizational effectiveness. It also highlights the need to integrate emotional development programs into human talent management, particularly in hybrid frameworks where autonomy, asynchronous collaboration, and emotional regulation are key factors. The study provides relevant empirical evidence for the formulation of organizational policies that aim to strengthen human capital beyond traditional economic incentives.
subject: Original articles
  topic: section
subject: emotional intelligence
  topic: keywords
subject: job performance
  topic: keywords
subject: hybrid environments
  topic: keywords
subject: human talent management
  topic: keywords
subject: organizational psychology
  topic: keywords
creator: Dislayne González
rights: Copyright (c) 2025 Dislayne González (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-07-31
publication date: 2025-07-31
starting page: 1
ending page: 8
doi: 10.5281/zenodo.16740882

Digital nomadism as a structural phenomenon in the global postpandemicera
type: item
description: This article examined digital nomadism as a structural and multidimensional phenomenon that has gained prominence in the global post-pandemic context. Through a qualitative, theoretical-documentary review of peer-reviewed scientific literature published between 2020 and 2024, the study explored the conceptual foundations, spatial practices, and political implications of this emerging form of mobility. Findings revealed that digital nomadism combines remote work, mobile lifestyles, and transnational consumption of territories, producing uneven effects on urban systems, housing markets, and community relations. The study identified tensions between the discourse of freedom and flexibility and the precarious conditions experienced by many nomads, particularly those lacking economic or legal stability. It also highlighted digital nomads’ role as territorial agents contributing to gentrification and spatial inequality in popular destinations. Furthermore, it addressed the limitations of current visa policies, which often favor short-term economic benefits without integrating fiscal responsibility or long-term community engagement. The analysis concluded that digital nomadism disrupts conventional citizenship, work, and urban governance models, and requires inclusive policy frameworks and territorially sensitive planning strategies that reconcile global mobility with social equity and urban sustainability.
subject: Review articles
  topic: section
subject: digital nomadism
  topic: keywords
subject: liquid citizenship
  topic: keywords
subject: urban gentrification
  topic: keywords
subject: global mobility
  topic: keywords
creator: Raquel V. Peña
creator: Javier A. Pérez
rights: Copyright (c) 2025 Raquel V. Peña, Javier A. Pérez (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-08-23
publication date: 2025-08-23
starting page: 37
ending page: 43
doi: 10.5281/zenodo.15501605

Work-related stress and its impact on employee performance at the Executive Hotel, Portoviejo, Manabí
type: item
description: This research examines the link between work-related stress and employee performance at the Executive Hotel in Portoviejo, Ecuador. Surveys were conducted using a quantitative, non-experimental, and descriptive-correlational approach with all 12 staff members. The study measured three dimensions of stress (physical, psychological, and organizational) and five performance aspects (motivation, interpersonal relations, innovation, work-life balance, and professional development). Findings reveal a significant presence of physical and psychological stress symptoms affecting job performance. Workplace relations, organizational climate, and growth opportunities were also influential. The study concludes that work-related stress substantially harms employee productivity and well-being, highlighting the need for targeted interventions.
subject: Original articles
  topic: section
subject: work-related stress
  topic: keywords
subject: job performance
  topic: keywords
subject: organizational climate
  topic: keywords
subject: mental health
  topic: keywords
subject: motivation
  topic: keywords
creator: Erick S. Acosta
creator: Winner A. Rivas
rights: Copyright (c) 2025 Erick S. Acosta, Winner A. Rivas (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-08-23
publication date: 2025-08-23
starting page: 16
ending page: 25
doi: 10.5281/zenodo.15512936

Workplace stress and its influence on employee performance at Almxpress, Guayas, Ecuador
type: item
description: Human talent is the foundation of every organization, and its success depends not only on its clients but also on the commitment and dedication of its employees. This research aimed to identify the causes of work-related stress and its impact on the performance of employees at Almxpress, located in the city of Guayaquil, Guayas province. A field research methodology was applied, with a non-experimental, cross-sectional design and a quantitative approach. Surveys were conducted using the Likert scale, and analytical, deductive, and statistical methods were used to process the data. The results show that work-related stress is a growing problem that affects employees’ well-being and organizational performance. Consequences include reduced productivity, increased errors, workplace accidents, and a deteriorated work environment. These issues lead to significant financial losses for the company. As a recommendation, the study proposes strategies to strengthen employee engagement, improve working conditions, and provide psychological support. Additionally, it suggests evaluating each proposed approach in detail to ensure its effectiveness and real adaptation within the organizational environment
subject: Original articles
  topic: section
subject: work-related stress
  topic: keywords
subject: job performance
  topic: keywords
subject: productivity
  topic: keywords
subject: human talent
  topic: keywords
creator: Noriela L. Mera
creator: Karen Y. Veliz
creator: Yadira M. Valle
creator: Flavia M. Vargas
rights: Copyright (c) 2025 Noriela L. Mera, Karen Y. Veliz, Yadira M. Valle, Flavia M. Vargas (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-08-23
publication date: 2025-08-23
starting page: 8
ending page: 15
doi: 10.5281/zenodo.15490952

Supervisory educational management from a transcomplex perspective: towards a polyphonic and transformative school administration
type: item
description: This essay offers a critical reflection on supervisory educational management from a transcomplex perspective, aiming to reframe the role of teachers with supervisory duties as transformative leaders. Rather than a purely administrative or punitive practice, supervision is envisioned as a dialogic, polyphonic, and transdisciplinary process that supports pedagogical leadership. From an onto-epistemic standpoint, the essay advocates for a human-centered managerial approach that integrates cognitive and emotional dimensions, fostering ethical, participative, and reflective supervision practices. The transcomplex paradigm enables the integration of diverse voices, knowledge systems, and realities, as well as ongoing marketing improvement and adaptation to dynamic educational contexts. This model challenges hierarchical and bureaucratic structures by promoting professional autonomy, critical thinking, and practices. The item also calls for developing specialized transepistemic training programs to strengthen supervisory leadership competencies. In this way, educational supervision becomes a comprehensive process that weaves together being, knowing, and doing, shaping a transformative management approach that enhances educational quality and equity.
subject: Review articles
  topic: section
subject: transformative management
  topic: keywords
subject: educational supervision
  topic: keywords
subject: transcomplex approach
  topic: keywords
subject: pedagogical leadership
  topic: keywords
subject: polyphonic dialogue
  topic: keywords
creator: Cesar A. Araujo
creator: Alejandra Duarte
rights: Copyright (c) 2025 Cesar A. Araujo, Alejandra Duarte (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-08-23
publication date: 2025-08-23
starting page: 26
ending page: 36
doi: 10.5281/zenodo.15443129

Restaurant service and customer satisfaction: the case of Crucita beach, Ecuador
type: item
description: Restaurant service has become a key part of tourism industry, especially in sun -and- beach destinations like Crucita, Ecuador. Despite many restaurants and cafes, service shortcomings cause dissatisfaction among customers and employees. This study aimed to assess the current state of customer service at the ALOHA restaurant in Crucita. The item used a mixed-method approach— quantitative and qualitative — with exploratory and descriptive research, including fieldwork and document review. The study was non-experimental and cross-sectional. Data was collected through customer surveys and tools such as the service triangle, flowcharts, and a mystery shopper. Analysis was carried out using Excel. The results showed that the restaurant lacks a supply-bar workstation, does not have properly trained service staff, and has no social media marketing strategy. These issues negatively affect service quality and customer satisfaction. To improve the situation, the study proposes creating a supply-bar station on the upper floor to enhance work conditions and service speed, developing a training plan for staff and management, and launching a consistent presence on social media. These actions aim to improve customer experience and boost the restaurant’s competitiveness within the tourism sector.
subject: Original articles
  topic: section
subject: process management
  topic: keywords
subject: customer satisfaction
  topic: keywords
subject: ALOHA restaurant
  topic: keywords
creator: Rogelio Suárez
creator: Stalin A. Veliz
creator: Senia Y. Castro
rights: Copyright (c) 2025 Rogelio Suárez, Senia Y. Castro, Stalin A. Veliz (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-08-23
publication date: 2025-08-23
starting page: 1
ending page: 7
doi: 10.5281/zenodo.15380196

Inclusive leadership and its impact on talent retention in diverse teams
type: item
description: This review article critically analyzed the scientific literature published between 2022 and 2025 on inclusive leadership and its impact on talent retention in diverse teams. A qualitative approach was used through a thematic narrative review, selecting seven empirical and theoretical studies from high-impact international scientific journals. The methodology included thematic content analysis focused on psychological safety, vigor, organizational commitment, perceived inclusion, and team resilience. The results showed that inclusive leadership favored the development of work environments where employees perceived greater meaning in their work, emotional well-being, and recognition of their uniqueness. It was also found that this leadership style strengthened affective organizational commitment and retention intentions, especially when accompanied by a diverse organizational climate and quality interpersonal relationships. It was also highlighted that inclusive leadership enhanced resilience in multinational teams and active participation in organizations with high levels of diversity. In conclusion, it was established that inclusive leadership constitutes a strategic factor for talent retention. However, its effectiveness depends on contextual, cultural, and organizational variables that should be considered in future research
subject: Review articles
  topic: section
subject: inclusive leadership
  topic: keywords
subject: talent retention
  topic: keywords
subject: diverse teams
  topic: keywords
subject: organizational commitment
  topic: keywords
creator: Andrea A. Guerrero
creator: Carmen M. Marín
rights: Copyright (c) 2025 Andrea A. Guerrero, Carmen M. Marín (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-07-21
publication date: 2024-07-21
starting page: 29
ending page: 35
doi: 10.5281/zenodo.15368958

Post-COVID organizational culture models: resilience, adaptation, and a sense of belonging
type: item
description: This study aimed to analyze the organizational culture models that emerged in the post-COVID context, emphasizing the factors of resilience, adaptation, and a sense of belonging in different organizations. An exploratory and interpretive qualitative approach was used through a multiple-case study that included semi-structured interviews, document review, and non-participant observation in organizations across diverse sectors between 2021 and 2024. Data analysis was conducted through thematic coding with the support of specialized software, allowing for the identification of patterns and narratives surrounding the cultural changes experienced. The results showed that organizations that successfully implemented resilient practices, flexible structures, and empathetic leadership experienced improved internal cohesion, employee motivation, and cultural sustainability. It was also observed that the sense of belonging was strengthened when there was coherence between institutional values and daily practices. The conclusions highlighted the need to strategically integrate these three axes as central components of contemporary organizational culture, recognizing cultural transformation not as a temporary response but as a structural process of reconfiguring shared identities, relationships, and values.
subject: Review articles
  topic: section
subject: organizational culture
  topic: keywords
subject: organizational resilience
  topic: keywords
subject: adaptation to change
  topic: keywords
subject: sense of belonging
  topic: keywords
subject: post-COVID transformation.
  topic: keywords
creator: Analien Pelegrin
creator: Lady C. Muñoz
rights: Copyright (c) 2025 Analien Pelegrin, Lady C. Muñoz (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-07-21
publication date: 2024-07-21
starting page: 24
ending page: 28
doi: 10.5281/zenodo.15368845

Human talent management model based on work competencies:“Dulcería Los Almendros” Company, Rocafuerte canton
type: item
description: This degree project proposes a Human Talent Management Model based on job competencies for the company “Dulcería los Almendros”, located in the Canton of Rocafuerte. The main objective was to design a management model tailored to the company’s needs through three specific goals: to present a model adapted to its structure, establish a guide for personnel selection by performance areas, and identify the staff’s training needs. Using a non-experimental design by work area, the research was applied, with a qualitative-quantitative, descriptive, field-based, and explanatory approach. The population consisted of thirteen female employees and the owner-manager, who also made up the sample for data collection. Techniques used included document review, interviews, and surveys through a questionnaire. Based on the data analysis, it was concluded that there is an urgent need to implement a human talent department to improve labor productivity and efficiency. However, considering the costs this would involve, it is recommended as an initial alternative to apply a human talent management manual based on job competencies. This manual would serve as a tool for personnel administration within the company and help align staff performance with organizational goals.
subject: Original articles
  topic: section
subject: management
  topic: keywords
subject: labor productivity
  topic: keywords
subject: human talent
  topic: keywords
subject: labor competencies
  topic: keywords
creator: Ronny A. Murillo
creator: Kevin J. Zambrano
creator: Galo A. Carreño
creator: Lisbeth K. Franco
rights: Copyright (c) 2025 Ronny A. Murillo, Kevin J. Zambrano, Galo A. Carreño, Lisbeth K. Franco (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-07-21
publication date: 2024-07-21
starting page: 16
ending page: 23
doi: 10.5281/zenodo.15360646

Leadership and goal achievement of the staff at Rancho Nápoles restaurant in Rocafuerte canton
type: item
description: This research was conducted to determine whether there is a relationship between leadership and goal achievement at Restaurante Rancho Nápoles in the Rocafuerte canton. The study followed a mixed-methods approach (quantitative and qualitative), with a non-experimental, descriptive, documentary, analytical, and cross-sectional design. Interviews and surveys were instruments, and data were processed using Excel. The results showed the presence of various leadership styles: authoritarian, democratic, charismatic, transformational, and laissez-faire. Each style affects motivation, group cohesion, and organizational performance differently. Authoritarian leadership limits participation, while democratic and transformational styles encourage collaboration and team development. Charismatic leadership is motivated by the leader’s personality, and laissez-faire grants autonomy, which can lead to disorganization if not correctly managed. The study concludes a significant correlation between the leadership style applied and achieving goals, highlighting the importance of effective leadership management to improve organizational outcomes in this type of business.
subject: Original articles
  topic: section
subject: leadership
  topic: keywords
subject: goal achievement
  topic: keywords
subject: leadership styles
  topic: keywords
subject: work motivation
  topic: keywords
subject: organizational performance
  topic: keywords
creator: Adela J. Santos
creator: Josenka M. Triviño
creator: Luis E. Luque
rights: Copyright (c) 2025 Adela J. Santos, Josenka M. Triviño, Luis E. Luque (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-07-21
publication date: 2024-07-21
starting page: 8
ending page: 15
doi: 10.5281/zenodo.15354449

Professionalization and strategic performance evaluation at Encanto Hotels in Isla Azul, Sancti Spíritus
type: item
description: The professionalization of human capital in the tourism sector is a strategic pillar for increasing the competitiveness of destinations. This article analyzes the redesign of the performance evaluation system at Hoteles Encanto de Isla Azul, in Sancti Spíritus, Cuba, to align it with ongoing training processes, effective feedback, and competence development. A qualitative methodology, based on semi-structured interviews with middle managers and human resources specialists, was employed, complemented by a documentary analysis of training plans and performance reports. The results reveal that the current system focuses on operational indicators and lacks training tools, which limits its impact on professional improvement. An evaluation model centered on key competencies, structured feedback, and individualized development planning is proposed, responding to the demands of contemporary international tourism. The study concludes that a profound transformation of the evaluation system, based on the professionalization of human talent, can decisively contribute to improving service quality, strengthening organizational culture, and consolidating the Encanto hotel chain’s position as a benchmark within Cuban tourism
subject: Original articles
  topic: section
subject: performance management
  topic: keywords
subject: professionalization
  topic: keywords
subject: Cuban tourism
  topic: keywords
subject: competence-based evaluation
  topic: keywords
subject: continuing education.
  topic: keywords
creator: Andro Oliva
creator: Susana Barrios
creator: Jennifer P. Murillo
rights: Copyright (c) 2025 Andro Oliva, Susana Barrios, Jennifer P. Murillo (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-07-21
publication date: 2024-07-21
starting page: 1
ending page: 7
doi: 10.5281/zenodo.15331688

Human talent management: the key to boosting workplace productivity
type: item
description: This review article examines the relationship between human talent management and labor productivity, emphasizing its strategic impact on organizational performance. Using a narrative and analytical approach, it explores recent literature linking HR practices, such as recruitment, training, performance evaluation, and employee motivation, to efficiency, satisfaction, and retention improvements. Case studies from both public and private sectors reveal how effective talent management directly influences service quality, innovation, and business competitiveness. The article presents key models by Cuesta, Morales Cartaya, Werther and Davis, and Harper and Lynch, highlighting their perspectives on talent development. It also organizes and analyzes critical indicators in five areas: hiring, compensation, employability, training, and occupational safety. The findings show that strategic human talent management is essential for increasing productivity across various organizational contexts. The review identifies research gaps and suggests future lines of inquiry to reinforce the connection between human development and organizational success.
subject: Review articles
  topic: section
subject: human talent management
  topic: keywords
subject: labor productivity
  topic: keywords
subject: organizational performance
  topic: keywords
subject: management models
  topic: keywords
subject: HR indicators.
  topic: keywords
creator: Teresa M. Roldán
creator: Arlene J. Pilozo
creator: Blanca V. Zirufo
rights: Copyright (c) 2025 Teresa M. Roldán, Arlene J. Pilozo, Blanca V. Zirufo (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-01-22
publication date: 2024-01-22
starting page: 34
ending page: 45
doi: 10.5281/zenodo.15113230

Neo-emergent leadership from the dimensions of being: a new vision for universities
type: item
description: The article proposes a new vision of university leadership in Venezuela, based on “neo-emergent leadership” from the dimensions of being: body, mind, emotions, and spirit. Analyzing the case of the Territorial Polytechnic University of Western Sucre (UPTOS-CR) shows that despite a transformative and humanistic theoretical foundation, the institutional reality reflects regression and organizational crises. The study highlights ineffective leadership, demotivation, structural problems, and strategic planning. The authors advocate for leadership rooted in conscious self-leadership, strengthened through neuroplasticity, continuous learning, and developing hard and soft skills. This would drive university management toward an empowered, resilient, and humanistic model. The proposals emphasize strengthening human talent through comprehensive training programs and interdisciplinary support teams, fostering a culture of innovation, inclusion, and sustainability, revitalizing the university as a living, adaptive system.
subject: Review articles
  topic: section
subject: neo-emergent leadership
  topic: keywords
subject: university management
  topic: keywords
subject: self-leadership
  topic: keywords
subject: organizational transformation
  topic: keywords
subject: humanism.
  topic: keywords
creator: Ediyelly M. González
rights: Copyright (c) 2025 Ediyelly M. González (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-01-22
publication date: 2024-01-22
starting page: 22
ending page: 33
doi: 10.5281/zenodo.15299441

Motivation and job performance of employees at the Rapi Natural Chip Company, Ecuador
type: item
description: Rapi Natural is a company based in Santa Ana, Manabí, dedicated to producing plantain chips. This study aimed to analyze the relationship between employee motivation and job performance. The research was descriptive and explanatory, using a quasi-experimental and longitudinal design. The item involved all 10 employees of the company. Data collection techniques included structured observation, surveys, interviews with managers, and document analysis. The information was processed using descriptive and inferential statistics with SPSS software. The results show that motivation is not perceived equally among employees, which negatively affects job performance and the achievement of company goals. While some employees display high levels of commitment and responsibility, others express demotivation due to a lack of recognition, limited participation, or inadequate working conditions. It is concluded that motivation has a direct impact on performance. To enhance job performance, it is recommended that actions such as training programs, effective communication, fair recognition systems, and improvements in the work environment be implemented. These strategies would help align employee goals with the company’s, strengthening organizational performance and long-term sustainability.
subject: Original articles
  topic: section
subject: human talent
  topic: keywords
subject: productivity
  topic: keywords
subject: organizational climate
  topic: keywords
subject: motivation
  topic: keywords
subject: job performance
  topic: keywords
creator: Nayide V. Cedeño
creator: Sicyaenn Burgos
creator: José I. Armijos
rights: Copyright (c) 2025 Nayide V. Cedeño, Sicyaenn Burgos, José I. Armijos (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-01-22
publication date: 2024-01-22
starting page: 16
ending page: 21
doi: 10.5281/zenodo.15292676

Human talent management and its impact on labor productivity in the land transport cooperative CTM of Portoviejo
type: item
description: The main objective of this investigation was to determine how the management of human talent is related to labor productivity in the CTM ground transportation cooperative of the Portoviejo canton. For this, a questionnaire was applied as an instrument, which was submitted for validation process to verify that its use is reliable, through the statistical program SPSS, applying the Cronbach’s alpha reliability test whose result was 0.747; in which a Likert scale was used that was made up of five dimensions and ten elements for the first variable and three dimensions made up of ten elements for the second variable. The relationship level between the two variables will be prolonged: human talent management and labor productivity, through the simple correlational descriptive level, where the sample comprises all the company’s workers. The management of human talent es related to productivity in the company with a bivariate connection of the Spearman’s Rho method of 0.949, considered as a significant connection and, therefore, it es necessary to seek the well-being of the company’s human talent, this es because the commitment of the personnel with the company promotes greater labor productivity.
subject: Original articles
  topic: section
subject: management
  topic: keywords
subject: companies
  topic: keywords
subject: resource
  topic: keywords
subject: personnel,
  topic: keywords
subject: productivity
  topic: keywords
creator: Franklin R. Alcívar
creator: José G. Booz
creator: Mayra A. Zambrano
rights: Copyright (c) 2025 Mayra A. Zambrano, Franklin R. Alcívar, José G. Booz (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-01-22
publication date: 2024-01-22
starting page: 1
ending page: 7
doi: 10.5281/zenodo.14532842

Organizational empowerment of human talent at the San Plácido Fine Aroma Cocoa Corporation, Ecuador
type: item
description: This study aimed to diagnose the organizational enhancement of human talent as a management model in the Fine Aroma Cocoa Corporation of San Plácido, in the canton of Portoviejo, Ecuador. A mixed-methods approach was applied, combining surveys, interviews, direct observation, and analytical tools such as SWOT analysis and the Ishikawa Cause-and-Effect Diagram to identify the strengths, opportunities, weaknesses, and threats in human resources management. The results showed that the corporation had strengths in leadership and institutional development but faced challenges in defining responsibilities, organizational communication, and service orientation. Furthermore, it was evident that motivation and training strategies required improvement, as they influenced employee commitment and performance. The SWOT analysis indicated expansion opportunities, albeit with threats like staff turnover and economic factors. At the same time, the Ishikawa Cause-and-Effect Diagram revealed that poor internal communication and lack of emotional self-regulation negatively impacted productivity. It was concluded that implementing a structured human talent management model was essential to enhance organizational efficiency and ensure business sustainability.
subject: Original articles
  topic: section
subject: organizational enhancement
  topic: keywords
subject: human talent management
  topic: keywords
subject: organizational development
  topic: keywords
subject: business competitiveness
  topic: keywords
subject: Fine Aroma Cocoa Corporation
  topic: keywords
creator: Ximena L. Rodríguez
creator: Néstor F. Beltrán
creator: María A. Zamora
rights: Copyright (c) 2025 Ximena L. Rodríguez, Néstor F. Beltrán, María A. Zamora (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-01-22
publication date: 2024-01-22
starting page: 8
ending page: 15
doi: 10.5281/zenodo.15164853

Organizational behavior, levels, and dimensions: multi-sectoranalysis in service companies in Manabí, Ecuador
type: item
description: Organizational behavior was a key field for understanding how individuals and groups interacted within companies, affecting organizational effectiveness. This article reviewed the levels and dimensions of organizational behavior in service companies in Manabí, Ecuador, with special attention to factors such as leadership, communication, quality of work life, and labor incentives. Through a multisectoral approach, it analyzed how these elements impacted work motivation and, consequently, business productivity and competitiveness. It was highlighted that a favorable organizational climate and effective management practices strengthened employee commitment and reduced labor turnover. The study reviewed theories that indicated that intrinsic motivation, recognition, and labor equity were essential for human development in the organizational environment. The research concluded that an adequate strategic management approach could significantly improve organizational performance, ensuring adaptation to market changes. Finally, guidelines were proposed to strengthen the relationship between organizational behavior and work motivation, emphasizing the importance of human resource practices focused on continuous development and the overall well-being of employees.
subject: Review articles
  topic: section
subject: organizational behavior
  topic: keywords
subject: job motivation
  topic: keywords
subject: human talent management
  topic: keywords
subject: organizational climate
  topic: keywords
subject: business productivity
  topic: keywords
creator: Renier Esquivel
creator: Limber R. Ávila
creator: Ximena G. Barreiro
creator: Paul A. Villacís
rights: Copyright (c) 2025 Renier Esquivel, Limber R. Ávila, Ximena G. Barreiro, Paul A. Villacís (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2023-07-15
publication date: 2023-07-15
starting page: 33
ending page: 42
doi: 10.5281/zenodo.14313946

Transhumanism as a tool of the new social era: researchforesight
type: item
description: Transhumanism is a key tool in humanizing the digital age, exploring how Science and technology can expand the boundaries of human capabilities. In the academic sphere, this movement invites reflection on the role of universities as engines of innovation and platforms for the evolution of knowledge. This perspective approaches transhumanism through a systematic-narrative qualitative review, aiming to provide a broad overview of related studies and highlight its relevance as an indicator of progress. Transhumanism emphasizes enhancing human capacities through technological integration, ushering in a new era of evolved humanism. It underscores the importance of developing research competencies in educators and students to strengthen scientific production and address the challenges of the knowledge society. Rooted in the ideals of enlightenment modernity, transhumanism connects reason and the scientific method with innovations designed to overcome human limitations, such as aging or restricted intellectual abilities. In this context, universities must lead the effort to build a strong research profile by promoting innovative pedagogy that fosters knowledge competency creation, interdisciplinary collaboration, and social transformation. This approach aims to pave the way for a sustainable and ethical posthuman era.
subject: Review articles
  topic: section
subject: transhumanism
  topic: keywords
subject: digital age
  topic: keywords
subject: science
  topic: keywords
subject: technology
  topic: keywords
subject: innovation
  topic: keywords
creator: José R. Abreu
creator: Carmen M. Marín
creator: Dimas E. Verdu
rights: Copyright (c) 2025 José R. Abreu, Carmen M. Marín, Dimas E. Verdu (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2023-07-15
publication date: 2023-07-15
starting page: 25
ending page: 32
doi: 10.5281/zenodo.14289575

Administrative management for staff development at La Milagrosa Company, Portoviejo canton, Ecuador
type: item
description: The study analyzes administrative management and its impact on staff development at La Milagrosa company in Portoviejo, Manabí, Ecuador. Recognizing that effective management is essential for business operations and employee development, both theoretical and practical aspects of relevant variables were evaluated. A non-experimental, correlational, and cross-sectional methodology was applied, using historical-logical, analytical-synthetic, and inductive-deductive methods. The field research involved 25 employees and five administrative staff members to validate the proposed guidelines. The results revealed that while administrative management meets the company’s basic operational needs, it lacks a structured plan for staff development based on employees' skills and competencies. Therefore, it is recommended to implement a professional development program to foster the growth of employees and partners, strengthening their performance within and beyond the organization.
subject: Original articles
  topic: section
subject: administrative management
  topic: keywords
subject: staff development
  topic: keywords
subject: processes
  topic: keywords
subject: training
  topic: keywords
subject: motivation
  topic: keywords
creator: Jonathan L. Ponce
creator: Gregth R. Hernández
rights: Copyright (c) 2025 Jonathan L. Ponce, Gregth R. Hernández (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2023-07-15
publication date: 2023-07-15
starting page: 15
ending page: 24
doi: 10.5281/zenodo.14286690

The slogans of the mayoral candidates for Portoviejo in the 2019 local elections
type: item
description: This study analyzes the use and impact of political slogans in the 2019 municipal elections in Portoviejo, Ecuador. A comprehensive examination was conducted to assess semantic density, emotional resonance, ideological positioning, and rhetorical appeal. Slogans with emotional and ideological cues were found to effectively leverage emotional and ideological cues to resonate with voters. In contrast, vague or generic slogans struggled to create memorable identities. The study demonstrates the importance of slogans as political branding tools, particularly in media-driven electoral contexts, and highlights their ability to encapsulate values, differentiate candidates, and shape voter perceptions. Recommendations for future campaigns emphasize the importance of culturally relevant, emotionally resonant, and ideologically clear messaging.
subject: Original articles
  topic: section
subject: mayoral elections
  topic: keywords
subject: political campaigns
  topic: keywords
subject: political slogans
  topic: keywords
subject: emotional resonance
  topic: keywords
subject: rhetorical analysis
  topic: keywords
creator: Rauny J. Limonta
rights: Copyright (c) 2025 Rauny J. Limonta (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2023-07-15
publication date: 2023-07-15
starting page: 8
ending page: 14
doi: 10.5281/zenodo.14289243

The role of emotional communication in the promotion of services: case of the Aesthetic Center "ADARA"
type: item
description: The objective of this research is to analyze the Emotional Marketing strategies used in the promotion of services at the aesthetic center "ADARA". Surveys using a Likert scale were conducted with 100 clients, and the results were compared with existing literature. The findings highlight the effectiveness of these strategies in establishing a solid and professional brand image, generating positive emotions, and encouraging purchasing decisions based on emotional connections. High customer satisfaction with the quality of services was also linked to the Emotional Marketing strategies. Although the results demonstrated the influence of these strategies, some responses varied, suggesting the need for adjustments to maximize their effectiveness. In conclusion, this study emphasizes the importance of Emotional Marketing in the promotion of services and its impact on brand perception, customer emotions, purchasing decisions, and customer satisfaction.
subject: Original articles
  topic: section
subject: advertising
  topic: keywords
subject: consumers
  topic: keywords
subject: marketing
  topic: keywords
subject: products
  topic: keywords
subject: strategies
  topic: keywords
creator: Cesar E. Andraus
creator: Cinthya Loor
rights: Copyright (c) 2025 Cesar E. Andraus, Cinthya Loor (Author) https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2023-07-15
publication date: 2023-07-15
starting page: 1
ending page: 7
doi: 10.5281/zenodo.14289169