Desarrollo de un Modelo de Gestión de Comunicación Integral para fortalecer el posicionamiento de la Cooperativa de Ahorro y Crédito “Cacha” Ltda., de la ciudad de Riobamba, provincia de Chimborazo, para el período 2014 – 2015

Abstract

The present research work has as main objective to propose the development of a system of integral management of communication to improve the positioning of the Cacha Credit Union Ltda. Currently the company manages a weakened corporate image, causing a weakened a poor positioning and market share. The purpose of a model of integral management of communication, is to make the process is completely route toward their objectives, correcting on time and on-the-fly, where are the possible flaws or problems that may be observed to maintain a communication channel external or internal. Communication is essential in a financial institution, because that provides its services to the entire population, that approach and strategies must be based, so that the communication Plan will guide to the procedure to be followed to make a truly efficient and effective communication. According to above the technique of surveys and documentary research was applied, aimed at active, potential partners and internal employees, the way to develop a model of communication allowing to strengthen its positioning in the Riobamba canton will be analyzed from the point of view of theoretical and practical.