Plan de marketing relacional para corresponsales no bancarios Mí Vecino de Banco Pichincha de Ambato.

Abstract

Investments have been made in the banking sector in order to increase the products and the service access. Electronic channels such as ATMs, Home Banking, and Terminals Post have been the main ones but despite these efforts the baking sector has not still reached to the majority of customers that is the reason why the non-baking correspondents have been started. There is still an important segment of unbanked population and has developed strategies to attract customers through credit operations but not focusing on electronic transactions, for this reason the relationship marketing plan is built through relationships with the consumer, so that success of the company is favored thus applied to the (CNBs) of Pichincha Bank gives us loyalty as the relationships of trust with customers improve significantly. The non-baking correspondents (CNBs) represent a very enterprising way for the banking sector to bring banking products and services closer to a population that has difficult access or that its nucleus is very small, since this way the authorized financial services come from a better way. The Ecuadorian environment presents a specific marketing to be able to project the different opportunities that banking sector offers in order to expand and modernize the electronic channels strategy and at the same time exploit traditionally unattended segments. The non-baking correspondents (CNBs) as a solution is an initiative that is present in several countries around the world including Ecuador and its regions with profitable results for both the user and the owners of the shops since the vision thereof is to decongest agencies and branches improving customer loyalty levels. “Mi Vecino” program of Banco de Pichincha is an excellent means to expand service coverage through the collection of securities in sectors that are difficult to access.