Estrategias para mejorar los servicios crediticios de la Coop el Sagrario Ltda. sucursal Riobamba agencia terminal terrestre producto de la crisis actual

Abstract

The objective of this research conducted at Cooperativa de Ahorro y Crédito El Sagrario, Ltda., Riobamba branch, Agencia Terminal Terrestre was to develop strategies to improve the credit services offered by the Institution, in order to solve the effects of the current crisis, making a retrospection of past events and an internal and external situational analysis of the financial Institution and the clients or partners. A mixed research approach was used. An exploratory and descriptive level of research was used. The research design was transversal and non-experimental; the type of study was documentary because references were taken from bibliographic material and field study because the internal and external situation was determined for data collection. Finally, the deductive method was used, and techniques such as the survey, which was conducted to the members of the cooperative and the interview to the head of the agency. It was determined that the members of the cooperative who have accessed a loan and are in arrears are part of the effect caused by the crisis and that the attempts of the managers to solve this problem have partly helped, but not one hundred percent, reflecting that there are still gaps to be addressed, such as the lack of advertising and presence in new markets. For this reason, strategies have been proposed that will help solve the problem of overdue accounts receivable, increasing the terms, payment methods and convenience in transactions, innovating advertising strategies and online services to enter new markets, generating interest in all citizens. Therefore, it is recommended to the head of the agency, to employ the strategies proposed and to keep them as a contingent for future crises, adjusting to the needs of the cooperative and the members