Estrategias de crecimiento intensivo y su incidencia en la Fidelización de los socios de la Asociación Mutualista Ambato de la ciudad de Ambato.

Abstract

Mutualista Ambato, is a financial institution controlled by the Superintendency of Banking and Insurance ; for 49 years he has been building the dreams of ambateños through savings and credit for housing. Currently the main business of Mutualista Ambato are related to housing finance , micro credit and consumer credit. While the funding of the institution comes mainly from demand deposits and time deposits captured thousands of customers view. With this research is expected to maintain long-term relationships with existing partners through loyalty programs to enable paths Institutional meet long-term objectives such as: Strengthening the financial structure enabling sustained growth, loyalty partners and customers, management and process management based on risk and quality standards and management of human talent based on skills The data produced by the research highlight the Mutual Ambato for many years has not launched new products or services to be in line with the changing environment and the needs of its target segments. It is proposed to apply intensive growth strategies with this Mutualista Ambato develop new loan products that will improve their competitive position and also a better performance in the market, identifying potential customers and to improve its profitability catching.