Diseño de un Modelo de Gestión de Marketing Relacional (CRM) para garantizar la fidelidad de los socios de la Cooperativa de Ahorro y Crédito Riobamba limitada para el año 2015

Abstract

This research work provides theoretical knowledge in this context the use of strategies marketing mix variables such as advertising, promotion, sales force, public relations, corporate image, have helped to strengthen the corporate image and social recognition, Cooperative Savings and Credit Riobamba Ltda. It is considered to relationship marketing as the main process of relationship marketing CRM project. Besides establishing a business that requires the application of principles, policy, rules and relational procedures to achieve the proposed objective of the institution. Thus achieving an effective positioning in the cooperative sector. The fundamental basis for improving the quality of life of members of the entity and its adaptation to the financial changes is relationship marketing; many institutions do not have an inherently relational tool that contributes to increased levels of confidence, efficiency, effectiveness ethics for sustainable and sustainable development. For this purpose methods are applied through field research, to establish and determine the weaknesses and threats that owns the Savings and Credit Cooperative Limited Riobamba and recommend actions that lead to correct them. By the opportunities and strengths that provides financial market increases the economic level of the sector to meet the needs of its customers, thus contributing to the development of society allowing remain one of the strongest institutions nationwide.