Marketing de servicios para la Cooperativa Ahorro y Crédito Fernando Daquilema agencia matriz de la ciudad de Riobamba

Abstract

The limited service marketing strategies and the low marketing budget of the Cooperativa Fernando Daquilema Agencia Matriz in Riobamba have resulted in financial development constraints and reduced service quality for clients. This research aimed to analyze how the effective implementation of service marketing strategies can contribute to operational improvements in the credit union. The methodology employed a mixed approach with a descriptive scope, focusing on obtaining a thorough understanding of the current situation without altering variables. The study had a cross-sectional design and was non-experimental, involving field research using deductive methods. Data was collected through surveys and interviews with the Economically Active Population (EAP) of Riobamba. The findings revealed that respondents expressed indifference toward the accessibility of services, with a significant portion having less than one year of membership. Most use financial services monthly and rated their satisfaction as good concerning service quality, facilities, equipment, technology, timely attention, and staff efficiency. Social responsibility was identified as a critical factor in their brand perception. The study concluded that service quality is central to ensuring customer satisfaction and loyalty. Reviewed theories emphasize the importance of understanding clients' changing expectations and needs and the continuous adaptation of services to maintain relevance and competitiveness in the market.