Browsing by Author "Luna-Cuenca, Laura Camila"

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    Plan de mejora basado en estrategias de marketing para Beneficiar entidad Cooperativa para la relación con sus asociados
    Bohórquez-Molano, Diana Carolina; Luna-Cuenca, Laura Camila; Rojas-Vásquez, Carlos Arturo; Villalobos-Rincón, Jaiden Steven; Ávila CastañO, Ángel Leonardo
    The present work seeks to generate loyalty strategies for a company that has been in the solidarity sector for 44 years called Beneficiary Cooperative entity specialized in savings and credit; is an organization dedicated to promoting humanized financial products and services in order to improve the quality of life of its associates. On the other hand, the promoter who was present throughout our research process was the one who gave us some guidelines to correctly develop the strategies that will carry us out to fulfill the objective outlined in our improvement plan. This objective consists of proposing loyalty strategies that allow 'Benefit cooperative entity' to improve the relationship, significantly, with its associates, reducing by 35% the number of withdrawals according to the project per beneficiary by 2022, which is 18,000 withdrawals, seeking to reduce them to 6300. This objective is born in order to respond to the company is not having a correct control of the causes that lead its associates to retire, therefore we decided to generate loyalty strategies that allow them to strengthen their relationship. Within the strategy that it proposes to carry out the 35% reduction are the following: that the areas that are the face of the cooperative before members are trained, the automation of the affiliation processes, credit, card, services and the implementation of a database where