El marketing relacional para mejorar la fidelización de los clientes en las Cooperativas de Ahorro y Crédito del segmento 5 del cantón Latacunga

This research project was carried out with the objective of determining whether relational marketing will improve the client’s loyalty and members of the Saving and Credit Cooperatives segment 5 according to La Superintendencia de Economía Popular y Solidaria; And thus contribute to the scheme development of a relational marketing plan that includes strategies based on clients´ loyalty, which will help these institutions to strengthen, maintain and be competitive in the market, since the problem is Relates to the low level and decrease of fidelity by the clients and associates. The theoretical support has been developed on which everything related to relational marketing, loyalty, strategies and what concerns the scheme realization of the relational marketing plan has been developed and thus the research is supported bibliographically. Subsequently a situational diagnosis of the Cooperatives was made in order to observe and establish the current situation with respect to fidelity and in order to establish the most suitable strategies for the relational marketing plan. The methodology used for the research development was qualitative and quantitative, which helped to obtain the necessary information. In addition, techniques such as; observation, interview and survey were applied to both external and internal clients, the results obtained because of the survey applied to the study population, showed that most Cooperatives have stopped creating, generating and maintaining a relationship with the client and associate, because there is a neglect and lack of strategies that allow establishing long-term relationships with the client; Within the research the hypothesis was validated by the Chi-cuadrado statistic that allowed to determine that the relational marketing will allow to improve the clients´ loyalty of Saving and Credit Cooperatives. Finally, the scheme of the marketing plan was developed which includes strategies of customer service, loyalty and direct marketing that generate favorable results, helping to maintain a long-term relationship with the client, satisfying their needs and obtaining client´s loyalty. The research will serve as a contribution to saving and Credit Cooperatives, they will be able to develop strategies to increase clients´ loyalty and thus strengthen themselves in the market, and the impact will be reflected in the satisfaction of the needs and clients´ expectations and thus the Cooperatives that originate in Latacunga might arise and be competitive.

• Автор: Bastidas Salazar, Johanna Michelle (author)
• Інші автори: Sandoval Chanco, Carla Fernanda (author)
• Формат: bachelorThesis
• Мова: spa
• Опубліковано: 2017
• Предмети: MARKETING RELACIONAL; FIDELIZACIÓN DEL CLIENTE; PLAN DE MARKETING; COMERCIO
• Онлайн доступ: http://repositorio.utc.edu.ec/handle/27000/3774