Marketing relacional como herramienta para incrementar los niveles de captaciones de la Cooperativa de Ahorro y Crédito San José Ltda., de la provincia de Bolívar del cantón Chimbo, año 2016.

Abstract

The objective of this research work was to design relational marketing strategies to increase levels of deposits to the Cooperativa de AhorroyCredito (Savings and Credit Cooperative) San Jose Ltd., San Jose de Chimbo canton, province of Bolivar, executed because the institution did not have proper customer acquisition, retention and loyalty from partners and customers. The research was carried out with a qualitative and quantitative approach based on a sample of population of 384 active members of the institution to conduct surveys, as well as an interview with the manager; these results were subjected to a statistical analysis and served to know the institution problems. The results of different variables proposed in the survey were; Customer acquisition, needs and expectations, full advice on products and services, customer service, customer service expectations, where a multiple regression statistical model was used resulting in 2.78, which is a little above the average, giving the respective guidelines to allow the implementation of relational marketing strategies for the increase of captures; In addition, an internal and external analysis was carried out where relevant and adequate training was obtained, after the hypothesisverification, various strategies based on all the research were proposed and implemented in the institution, obtaining greater profitability in the market.The strategies developed in this research are based on the needs of partners and clients identified within the process of quantitative research developed to a sample of active partners. It is recommended to make the development of relational strategies focused on acquisition, loyalty and retention of partners and clients of the institution.