Modelo de gestión comercial para el servicio de corresponsales solidarios en la zona de Paute de la Cooperativa de Ahorro y Crédito Jardín Azuayo, período 2016

Abstract

Cooperativa de Ahorro y Crédito Jardín Azuayo is a solvent financial institution, It has been registered as the second largest cooperative in Azuay. It was founded in 1996; After, Josefina’s disaster with the principal aim of the creation of hope for the Paute’s population. Jardín Azuayo creates a channel of non – banking correspondents, and they have create to the rural areas or the marginal of the South of Ecuador. The aim is bringing the service to the customers with quality, and it allows to save time and money to the customers of the communities, because they do their transactions near to home. Solidarity correspondents are profitable cannel with a favorable financial evaluation; However, Jardín Azuayo has done publicity but they have done a traditional method called Word of mouth marketing (WOMM, WOM marketing). The cashier informs to the customers about the interest rates or any event that they will do. This method is more efficient than an advertising impact, the customers recommend about good experience to other people around them. It is a good strategy to attract new customers to the institution.