Estudio del impacto del servicio otorgado a los clientes de la Cooperativa de Ahorro y Crédito CACPECO Ltda. de la ciudad de Latacunga

Abstract

One of the most common between institutes which provide financial services is the customer service. It is recognized that this point is important for the enterprise’s success whatever its activity is. The present study pretend to measure the client satisfaction level about the given service by the cooperative staff Ahorro y Credito CACPECO LTDA of Latacunga to apply marketing strategies for each department. This work includes a market investigation, for which main marketing concepts were applied in its execution and correct elaboration. Surveys to different clients inside the institution were done; the compilation and the analysis of the obtained data are in accordance with the requirements of the specific study arms. The results were contemplated according to the real current situation of CACPECO. Although was a service study done that the institution offers as: face to face service, telephone contact and internet. Finally and based on the obtained information and the way used to measure the service quality, a sample structure for client service was developed. To this reality is necessary a high quality client service, with information that not only is seen as an idea of a product, but also human talent quality to establish a commercial relationship.