El Marketing relacional y su influencia en la Ventaja competitiva de la Cooperativa de Ahorro y Crédito Chibuleo de la ciudad de Ambato, provincia de Tungurahua.

Abstract

La Cooperativa de Ahorro y Crédito Chibuleo, born to meet the needs of a discriminated financial market. Its products are focused to a lower segment, and thus helped thousands of people with little prospect of improvement in access and their lifestyles. The high level of competition that exists in the financial market of the province of Tungurahua, has caused different institutions began to specialize, and give customers the grade of importance; in this regard the development of Relationship Marketing is imperative and crucial for the growth and sustainability of the COAC Chibuleo. After the application of different data collection instruments, and the application of Chi Square is given by confirmed that the development of Relationship Marketing influence on the Competitive Advantage of Cooperativa Chibuleo. This research work is focused on developing Relationship Marketing plan for La Cooperativa de Ahorro y Crédito Chibuleo, same that was developed in view of the need to create a competitive advantage in their financial products. After conducting a situational analysis it was found that customer segmentation of your database is essential to develop customer profiles, which can generate benefits to the cooperative.