El Marketing social y su incidencia en la captación de Socios de la Cooperativa de Ahorro y Crédito 9 de Octubre Ltda. del cantón Salcedo.

Abstract

The credit union October 9 Ltda., is an institution of investment, credit and financial services, which bases its relationships with partners and customers based on mutual trust; in fact, the institution has become an efficient financial alternative improving its image and projecting a professional and transparent work. Several companies apply corporate social responsibility which shows that are ethically sound and positioned organizations, not only for the quality of its products or services but by practicing social assistance. In the system of financial institutions it is important to highlight these issues, so it was decided to conduct a study showing how the partners would feel happy if these measures are applied, and in addition as this would impact on their perception of the Cooperative. The investigation comes as possible to present a solution to the problem while improving the cooperative approach of the entity. This work was developed in the credit union October 9 Ltda., detecting the problem of poor advertising strategies to attract a priority. Through research is to develop marketing strategies which serve to attract more partners contributing to the development of the community, therefore through a proposed plan of social marketing, recruitment, retention and retention is improved partners, changing the attitudes and behavior of people within society, raising awareness of the social problems that affect the population.