Análisis de estrategias de marketing bancario utilizadas en los 3 últimos años por el banco de Machala.

Abstract

The objective of the research is to analyze the banking marketing strategies used by Banco de Machala in the last 3 years, each annual analysis gives a better perspective of the actions used in order to establish a series of proposals for the correct optimization of the strategies of marketing. To achieve this objective, a cross-sectional research design and a methodology according to the used data approach of qualitative and quantitative type were used. With respect to the degree of deepening of the object of study, the work is descriptive allowing to detail and know the fundamental characteristics of the problem. The research techniques implemented were the interview and secondary data collection. The results of the investigation revealed that Banco de Machala uses digital marketing, marketing mix and relationship marketing strategies all focused on customer satisfaction with an acceptable level within banking marketing implemented. Therefore, the optimization proposals are aimed at creating a sense of appreciation of the needs of the client, using SEO and SEM tools, email marketing, mobile services and content marketing that allow them to orient themselves to current trends in the financial market.