Evaluación de las estrategias de comunicación en el área de captaciones de la cooperativa de ahorro y crédito fernando daquilema

Abstract

The purpose of corporate communication is to transmit a message so that it reaches the target market in an effective way, establishing links with users to achieve organizational goals, through a stable and profitable environment. For this reason, management carries out various strategies through activities with interested parties, thereby aligning communication objectives with organizational objectives. In the present case, it is desired to know if the corporate communication strategies of the Fernando Daquilema Savings and Credit Cooperative, Machala branch, are having the desired effect for the institution, especially in the recruitment area, which is responsible for increasing the number of members. The objective of the research is to evaluate the effectiveness of communication strategies in the recruitment area of ​​the Daquilema Cooperative. Methodologically, a descriptive design was applied, with a quantitative cross-sectional approach. The population is made up of the cooperative's members who were asked a series of questions to evaluate the institution's corporate communication strategies. As a result, it is stated that although the catchment area carries out activities to increase the client base, they need to be made more widespread so that the citizens of Machala know the benefits of being members of the cooperative, encouraging them to open savings accounts, thus achieving the institutional objectives and goals. The purpose of corporate communication is to transmit a message so that it reaches the target market in an effective way, establishing links with users to achieve organizational goals, through a stable and profitable environment. For this reason, management carries out various strategies through activities with interested parties, thereby aligning communication objectives with organizational objectives. In the present case, it is desired to know if the corporate communication strategies of the Fernando Daquilema Savings and Credit Cooperative, Machala branch, are having the desired effect for the institution, especially in the recruitment area, which is responsible for increasing the number of members. The objective of the research is to evaluate the effectiveness of communication strategies in the recruitment area of ​​the Daquilema Cooperative. Methodologically, a descriptive design was applied, with a quantitative cross-sectional approach. The population is made up of the cooperative's members who were asked a series of questions to evaluate the institution's corporate communication strategies. As a result, it is stated that although the catchment area carries out activities to increase the client base, they need to be made more widespread so that the citizens of Machala know the benefits of being members of the cooperative, encouraging them to open savings accounts, thus achieving the institutional objectives and goals. The purpose of corporate communication is to transmit a message so that it reaches the target market in an effective way, establishing links with users to achieve organizational goals, through a stable and profitable environment. For this reason, management carries out various strategies through activities with interested parties, thereby aligning communication objectives with organizational objectives. In the present case, it is desired to know if the corporate communication strategies of the Fernando Daquilema Savings and Credit Cooperative, Machala branch, are having the desired effect for the institution, especially in the recruitment area, which is responsible for increasing the number of members. The objective of the research is to evaluate the effectiveness of communication strategies in the recruitment area of ​​the Daquilema Cooperative. Methodologically, a descriptive design was applied, with a quantitative cross-sectional approach. The population is made up of the cooperative's members who were asked a series of questions to evaluate the institution's corporate communication strategies. As a result, it is stated that although the catchment area carries out activities to increase the client base, they need to be made more widespread so that the citizens of Machala know the benefits of being members of the cooperative, encouraging them to open savings accounts, thus achieving the institutional objectives and goals. The purpose of corporate communication is to transmit a message so that it reaches the target market in an effective way, establishing links with users to achieve organizational goals, through a stable and profitable environment. For this reason, management carries out various strategies through activities with interested parties, thereby aligning communication objectives with organizational objectives. In the present case, it is desired to know if the corporate communication strategies of the Fernando Daquilema Savings and Credit Cooperative, Machala branch, are having the desired effect for the institution, especially in the recruitment area, which is responsible for increasing the number of members.