El Marketing relacional y la Fidelización de los Clientes de la Cooperativa de Ahorro y Crédito Luz de América.

Abstract

The credit union "Luz de América" in the city of Ambato provides financial services: Payout of human development, loans, savings accounts, children's savings accounts, international wire transfers, deposits, and other additional services, financial institution was founded six years ago in the city of Ambato, positioning itself within the province of Tungurahua. This research has focused on a rigorous study on relationship marketing for customer loyalty where it should be emphasized that for any business or company the main objective is set to obtain profitability, so it is necessary to implement tools relationship marketing to help meet their needs and gain the loyalty partner. The data obtained by survey research that were applied to the members of the cooperative consider implementing a relationship marketing plan is necessary to achieve the objectives. In this proposal Relationship Marketing plan that will allow the same customer loyalty, results that led to the design of relational marketing strategies to identify, attract, retain and regain lost customers in order to establish a relationship applies mutually beneficial to ensure their loyalty with customer satisfaction and profitability for the credit union Luz de América.