Plan de marketing relacional para incrementar los niveles de colocaciòn de créditos en la agencia sucursal Riobamba del Banco de Guayaquil.

Abstract

This research seeks to increase the levels of placement of credits in the agency of Guayaquil bank´s branch Riobamba through the application of a relational marketing plan that allows analyzing the current customer base to identify trends, their behavior and their needs.The research process is based on tools such as MPC (matrix of the competitive profile), matrix EFI and EFE (evolution of internal and external factors), strategic business SWOT and market research that allowed to know the needs and opinions of customers. For the loan placement projection, the historical placement of five years ago was taken into account, and the least squares formula was used for the next 5 years. With the results obtained, it was determined that the relational marketing strategy increases the placement of credits in the bank by 7.98%. The proposal contains strategies based on the marketing mix for what is proposed: product strategy with the application of cross-selling and the development of an APP for the entry of new credit applications, place strategy through the development of a plan of visits to the strategic and non-strategic segments of the bank, application and use of the CRM tool, promotion strategy through an incentive plan and the application of a FOCUS GROUP, and loyalty service strategy and customer service with a service post sale. It is recommended to implement this relational marketing plan to retain current and potential customers, which must be monitored on a quarterly basis to assess the increase in loan placement.