Estrategias para incrementar la captación de clientes en el Banco del Pacífico del cantón Riobamba de la provincia de Chimborazo

Abstract

The main purpose of this study is to apply strategies to improve the investment and savings in Banco de Pacífico, by means of innovative skills in financial services to be accepted by the citizenship, promoting the development of both, the entity, and the city, supporting with suitable resources to the customers in Riobamba city, Province of Chimborazo. The methodology used in this research included a compilation of useful and necessary information to develop the thesis. In addition to this, it was conducted an internal and external analysis of the financial institution regarding to customers acquisition by means of surveys directed to internal personnel, and society with their respective analysis and interpretation. The research was complemented by the analysis of the financial statements with their indicators supporting the problematic area in which the financial institution is involved. This analysis made possible to determine the institution internal reality as well as the needs of the customer, thus enabling the orientation of actions in favour of the banking entity to promote the solution of its savings capture, investment, and placement of financial products in the market. The following strategies developed were identified: 1. Recruitment strategy, 2. Loyalty strategy, 3. Training strategies for internal personnel, and 4. Promotion strategy. It is recommended to implement this proposal to reach financial growth by increasing potential clients to contribute to the city and the country development