RELIGACIÓN

Yazarlar: Iván Vicente Paredes Acosta, Richard Vinicio Pazmiño Chicaiza, Santiago Omar Ortiz López

Konular:-

DOI:10.46652/rgn.v6i28.786

Anahtar Kelimeler:Digital marketing; Digital customer behavior; Financial sector; Cooperative; COVID,9.

Özet:   The problem of this study is the scarce analysis of the behavior of the cooperative client or digital partner from the financial perspective, their needs, desires, and requirements. The main objective is to define the behavior of the digital client during the pandemic in the cooperative sector Tungurahua-Ecuador. The methodology, being a descriptive exploratory study, uses methods such as historical-logical and deductive to support the state of the art. The samples of this research are the savings and credit cooperatives that correspond to segment 2 and 228 potential members of the city of Ambato-Tungurahua to whom the data collection instrument was applied, and statistical tools are used to reach the final conclusions. The results contain four sections that allow characterizing the behavior of the digital cooperative member. And as conclusions, it is evident that savings and credit cooperatives need to establish consumer needs and aspects to focus business strategies and actions, which supports their loyalty.

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