Estrategias de marketing relacional para la empresa Cobroandina S.A. en la ciudad de Quito.

Abstract

This degree project aims to design and implement relationship marketing strategies at COBROANDINA S.A., an Ecuadorian company dedicated to credit portfolio management and recovery in Quito. The research focused on identifying the needs and preferences of debtors, as well as evaluating the impact of new legal regulations governing collection methods in Ecuador. Through an internal and external analysis of the company, complemented by a market study, key factors affecting the efficiency of portfolio recovery were identified. The decrease in debtors' income, the impact of technology on communication, and the current legal restrictions were fundamental elements in developing personalized strategies aimed at strengthening long-term relationships with clients. The results demonstrate that the implementation of relationship marketing strategies, such as demographic segmentation, the use of personalized digital channels (email and WhatsApp), and the creation of flexible payment plans, significantly improves portfolio recovery and customer satisfaction. Furthermore, the financial analysis shows that these strategies are profitable, with a return on investment (ROI) of 650%, positioning COBROANDINA S.A. as a benchmark in the collections industry.