Captación de socios en la Cooperativa de Ahorro y Crédito San José Ltda. sucursal Ambato. Año 2024.
This research addresses the challenges of the San José Ltda. Savings and Credit Cooperative in Ambato, which faces difficulties in attracting new members in a competitive financial market. Despite having an AA risk rating, the Cooperative is limited by the lack of key services and ineffective market...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | Ecuador |
| Institución: | Universidad Estatal de Bolivar |
| Repositorio: | Repositorio Universidad Estatal de Bolivar |
| OAI Identifier: | oai:dspace.ueb.edu.ec:123456789/8174 |
| Acceso en línea: | https://dspace.ueb.edu.ec/handle/123456789/8174 |
| Access Level: | acceso abierto |
| Palabra clave: | CAPTACIÓN SOCIOS MARKETING ESTRATEGIAS. |
| Sumario: | This research addresses the challenges of the San José Ltda. Savings and Credit Cooperative in Ambato, which faces difficulties in attracting new members in a competitive financial market. Despite having an AA risk rating, the Cooperative is limited by the lack of key services and ineffective marketing strategies, which affects its ability to differentiate. The study focuses on optimizing marketing strategies considering the socioeconomic context and the characteristics of the local market, through an analysis of the internal and external situation, identifying opportunities and threats that affect its competitiveness. In addition, theories and models on financial marketing and member recruitment in the cooperative sector are explored. With a mixed methodological approach, qualitative and quantitative techniques such as surveys and interviews are used to know the needs of current and potential partners. The results allow us to identify patterns and design a strategic proposal that seeks to improve the offer of services, communication with partners and increase visibility. The proposal aims to strengthen the competitiveness of the Cooperative, attract new members and generate a positive impact on the community, promoting sustainable and beneficial growth for both the Cooperative and its members and the local economic environment. |
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