Propuesta de un plan de marketing relacional para la fidelización de clientes de la Cooperativa de Ahorro y Crédito “Chunchi” Ltda., del cantón Chunchi, provincia de Chimborazo, periodo 2017

Abstract

The current research has as objective to develop the proposal of a relational marketing plan for customer loyalty, of the Cooperativa de Ahorro y Crédito "Chunchi" Ltda, of Chunchi canton, Chimborazo province, period 2017. A field research was carried out of through surveys directed to the members, clients and investors of the financial entity, to know the current situation of the institution. The most important findings that were obtained with the research were: the savers have been shareholders of the entity in a range of two and three years, credits are the transactions that are made more frequently, the institution does not carry out activities to strengthen the relationship with their customers, the media they use more often is radio and social networks, suggesting that advertising should be done by this means. For the application of the relational marketing plan, different strategies are established such as: sales force strategies, advertising strategies, promotion strategies, in order to create purchase motivation, sense of relevance and attract new target audience, for its application the intended budget is $ 6502.00. It is established that the absence of a relational marketing plan limits customer loyalty in the institution, so its application is recommended immediately.