Estrategias de customer-centricity para una empresa de ciudad de Loja como herramienta de ventaja competitiva, 2021-2022

Abstract

Abstract: The successful activities of a company depend on various factors, whether internal or external, which are continuously analyzed by both students and teachers who are experts on the subject. It is here when marketing plays an important factor in establishing and maintaining contact between the company and its target market. However, marketing activities are broad and their characteristics change depending on their objective. This is where customer centricity comes in. Banco de Loja applies basic strategies on what customer-centricity means and, therefore, understands the concept of customer-centricity at a medium level. Although it can be said that he implements some strategies based on this notion, he applies them empirically. While for Banco de Loja's clients, the institution focus on their financial needs and perceive it as a responsible corporate partner who through their opinions attempts to exceed their expectations, there is a small part of the client population that they find any activity carried out by the Bank to focus on them irrelevant and it is to this group that the institution has to target.