El marketing de servicios en el sector bancario con calificación AAA- de la Provincia de Tungurahua

Abstract

Produbanco is one of the most important financial institutions in Ecuador, the institution has strengthened values of solidity and integrity in Clients and Employees. In 1978, he began operations in the corporate sector; In March 2014, Promerica Financial Corporation (Grupo Promerica) acquired a majority share of Produbanco shares and began the consolidation process with Banco Promerica Ecuador to expand its business segments and geographic coverage. in October 2014, becoming a single financial institution, due to the expansion of markets, it is determined in the investigative process that the evolution and commercial innovation establishes that the problem was focused on the lack of a marketing of services, that allows to generate the maximization of the corporate image. Under this approach the need to generate an analysis of service marketing in the institution, which allows establishing an organizational synergy to maximize internal resources and focus on the satisfaction of requirements in the financial environment. In such a way that the results achieved in the investigative process, determined that in spite of the current positioning of the institution in the financial market and its trajectory, the globalization of the markets generates the improvement of the competitive profile in reference to its financial activity. It is then recommended to establish a service marketing model, in which the more will be the synergy to satisfy the increasingly demanding requirements of partners and clients and to project the corporate image of efficiency in the financial environment.