Estrategias de comunicación para potenciar la utilización de canales virtuales de la Mutualista Pichincha en la ciudad de Riobamba.

Abstract

The aim of this research is centred on implementing strategies to promote the use of virtual resources by the clients of “Mutualista Pichincha” from Riobamba, through the qualitative and quantitative paradigm, with the application of a research, bibliographic or documentary methodology, field research at the exploratory and descriptive level and the population concerned is constituted by 5800 clients who are part of “Mutualista Pichincha” from Riobamba city. At this financial institution “Mutualista Pichincha”, 38% of its clients are new members between 0 to 1 year associated, unlike 35% of its members are between 1 to 5 years associated and with the remaining 27%, it indicates that they have more than 5 to 10 years associated, therefore, it can be determined that there are members who are joining this institution and to guarantee their permanence it is necessary to incorporate them online to facilitate their access to the services offered by the institution. This positioning and search engine optimization is necessary to facilitate that people find the products offered by the Company, since it is not of great importance a website where the design of the same one is not efficient, imposing that people can not visualize or do not find what they are looking for.