Gestión estratégica comunicacional para recuperar la cartera vencida en la Cooperativa de Ahorro y Crédito “Kullki Wasi’” Ltda. Cantón Riobamba, provincia de Chimborazo

Abstract

The present investigation objective is to strengthen the strategic communication management for savings and credit cooperative ¨Kullki Wasi¨ ltda¨ of Riobamba canton,Chimborazo province to recover the overdue loans. The situational analysis was carried out in the Accounts Receivable, Credit and Collections Department to meet the objective mentioned above. It was determined the impact of each variable with the overdue loan in the external analysis. Information about this institution and the reasons of the delays in the payments of the loans of the partners were gotten by internal analysis in order to know the real diagnosis of the financial institution and to develop the strategies to overcome the current needs. In this proposal, strategies of internal communication, persistence, periodical measurement of the delay in payment index, reminder, receivable, awareness, incentives and sanctions, client attention and renegotiation have been designed This proposal will get the staff of the cooperative have the necessary tool for drawing up the information about the credits in a right way to improve the client´s attention, to be trained to answer the different necessities, to work in team, so that the objective of reducing the overdue loan payments can be met. It is recommended to apply the different strategies and methods since its execution will give good results such as reduction of the overdue loan payments.