Marketing relacional para el posicionamiento de la cooperativa de ahorro y crédito minga ltda. En la Ciudad de Riobamba

Abstract

The present research work, titled "Relational Marketing at “Cooperativa de Ahorro y Crédito Minga Ltda.” in the city of Riobamba", addressed the lack of strategic relationship marketing plans aimed at partners and clients with the purpose of improving managing relationships by building trust and greater mutual understanding. Likewise, the company's lack of positioning in the financial market was examined. The objective was to propose relationship marketing strategies appropriate to the needs and benefits of the cooperative's members and clients. To carry out this research, qualitative and quantitative methods were used, including field research, surveys and interviews. The sample calculation was carried out using INEC data from 2010, projected for the year 2023, which resulted in 383 surveys. In addition, matrices were used for the situational analysis of the company, identifying strengths, opportunities, weaknesses, and threats. Based on the procedures obtained, CRM tools were proposed, including basic concepts, customer identification, handling of complaints and suggestions, direct marketing, creation of digital content, and employee training, to improve the quality of the services provided by the company cooperative These strategies would contribute to protecting partners, acquiring new customers and loyalty. Based on the information obtained during the research process, effective solutions were identified for building profitable and sustainable long-term relationships, promoting the growth of “Cooperativa de Ahorro y Crédito Minga Ltda.”