Análisis de las estrategias de comunicación del producto crédito hipotecario para los clientes de la banca de la ciudad de Guayaquil.

Abstract

The present study examines the communication strategies used by banking institutions to promote mortgage credit products, emphasizing their influence on customer understanding and satisfaction. The objective was to analyze the communication strategies of the mortgage credit product for banking clients in the city of Guayaquil. The methodology was a mixed approach, combining quantitative and qualitative analysis through surveys and interviews with clients from different banking institutions in Guayaquil. The population corresponded to 384 clients and 2 experts. The quantitative results revealed that 68% of clients consider current communication strategies insufficient to fully understand the terms and conditions of mortgage loans; In addition, 54% of respondents expressed difficulties in understanding interest rates, while 47% indicated that they were not adequately communicated about the additional costs associated with credit. Qualitatively, negative perceptions were identified regarding the transparency of the information provided, especially as related to rate readjustment policies; The managers interviewed recognized the need to simplify language and use more personalized communication channels to improve customer understanding and strengthen trust in banking institutions; Additionally, it was highlighted that communication initiatives that use a more empathetic and customer-centered approach tend to generate greater satisfaction and loyalty.