Relationship marketing and the profile of the policewoman as an institutional image of the police service in Ecuador.

Abstract

The article shows how relationship marketing and the profile of policewomen affect the institutional image of the police service in Ecuador, for which a qualitative methodology is used with a descriptive and correlational level of research, based on a bibliographic and field study. Tools and techniques applied to the community and to policewomen are also used; whose results explain that there is better performance, generate greater confidence and security; in the self-criticism made by the police servants, they state that they feel capable of acting, working efficiently in all cases. Its preparation is daily so there is a commitment to serve and protect; her work is praised by the community, which makes the policewoman an excellent option to position the police image that
is currently worn out. These results were contrasted with the hypothesis test in which a Pearson X2 of 8,549 was obtained, which allows us to conclude that relationship marketing and the profile of the policewoman do contribute to the institutional image of the police service in Ecuador.

Keywords: marketing, relationship marketing, policewoman, institutional image.

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