Digital marketing strategy and customer acquisition for San José Ltda. savings and credit cooperative, Chimbo branch

Abstract

In a competitive environment, the effective use of digital tools allows credit unions to increase their visibility and customer loyalty, strengthening their position vis-à-vis traditional banking institutions. That is why this research offers an approach adapted to the Ecuadorian context, providing relevant information for innovation in the local financial sector.  The study analyzes the effectiveness of digital marketing strategies in attracting customers of Cooperativa de Ahorro y Crédito San José Ltda, Agencia Chimbo. The objective is to identify how digital tools influence the decision of customers to purchase financial products and services. The methodology used is quantitative and descriptive, with a non-experimental field and cross-sectional design. A sample of 350 members was selected from a total of 2350, applying a validated instrument to assess the perception of digital strategies. The results reveal a significant disconnect between the digital marketing strategies implemented and the perception of the members, most of whom do not consider that the information on social networks is useful for making financial decisions. It concludes that current strategies are not adequately aligned with member expectations, suggesting the need for a thorough review to improve the effectiveness of digital marketing and customer loyalty.