Determinación del nivel de satisfacción de los productos y servicios financieros que se ofertan en la cooperativa de ahorro y crédito San José Ltda., cantón chimbo provincia de Bolívar, año 2023

Abstract

The research problem focused on customer satisfaction at Cooperativa de Ahorro y Crédito San José Ltda. in Chimbo Canton, Bolivar province, Ecuador. It was mentioned that management's lack of knowledge of customer satisfaction issues has led to a lack of communication strategies, positioning, and generation of new financial products and services. The study's overall objective was to improve customers' perception of financial products and services. The general aim of the study was to enhance customers' perception of the credit union's financial products and services, thereby increasing their level of satisfaction. To achieve this objective, specific objectives were proposed, such as establishing a state-of-the-art supported current bibliography, carrying out a strategic diagnosis of the internal and external customer, determining the factors that affect customer satisfaction, and developing a proposal to improve it. The study was based on a qualitative and quantitative methodological approach, using surveys as the main instrument for data collection. The reliability of the instrument was validated using Cronbach's alpha. The results of the analysis show areas of opportunity for the cooperative, such as clarity in processes, staff training, and improved communication with members. The importance of implementing concrete actions to strengthen the quality of financial products and services and achieve greater member satisfaction was highlighted. The improvement proposal suggested strategies to increase customer loyalty, optimize internal processes, and improve communication with partners. In this context, it is concluded that these actions aimed to strengthen the relationship with clients and guarantee their loyalty to the cooperative, promoting sustainable growth and greater trust in the institution