Propuesta de diseño de servicios bancarios para los estudiantes de la UTPL: Caso Banco de Loja

Abstract

Abstract: The purpose of this research is to propose banking services for students at the Universidad Técnica Particular de Loja (UTPL) that contribute to their financial education and credit inclusion. To do so, an investigation is carried out into the needs of UTPL students in relation to services they can receive from private banks, specifically from Banco de Loja. Based on this diagnosis, four innovative services are proposed that respond to the needs and preferences of students: a credit card with deposit guarantee, which allows them to access a secure and flexible means of payment; student loans, which facilitate the financing of their studies and projects; financial education, which provides them with tools and advice to improve their financial management; and credit history, which allows them to build a favorable profile for future loans. These services seek to generate differentiating value for both students and Banco de Loja, and to promote loyalty, profitability, and social responsibility.