Neuromarketing para la fidelización de los clientes de la Cooperativa de Ahorro y Crédito Riobamba Ltda agencia Guano

Abstract

This research work aimed to determine the relevant factors of neuromarketing and their influence on the loyalty of customers of the savings and credit cooperative Riobamba Ltda, Guano agency. For this purpose, research was developed with a mixed approach beginning with a descriptive exploratory level and then with a transversal non-experimental level according to variable manipulation. The results obtained show that the financial institution should prioritize the satisfaction of member needs and increase the trust, solvency, and profitability of its members. Insights pyramids were created to identify the hidden truths that consumers hold in their minds about their beliefs, as well as the fact that the media are symbols that contribute to society to improve and attract new members, achieving a better positioning of the cooperative within the Guano canton by focusing on providing services efficiently, effectively, and with ethical social responsibility. Finally, because customer loyalty to the financial institution is low, it is suggested that the proposed strategies be implemented to improve the positioning of the Guano agency of the Cooperativa de Ahorro y Crédito Riobamba Ltda.