Importancia de las memorias de sostenibilidad en la gestión de los Bancos privados de Loja: Propuesta para mejorar la comunicación hacia los clientes, año 2025

Abstract

Abstract: The research evaluates the effectiveness of sustainability reports as a communication tool between private banks in Loja and their clients. Using a quantitative methodology and descriptive scope, the study conducted 384 surveys with clients of Banco de Loja, Banco Pichincha, and Banco Guayaquil. The study revealed that 72% of clients are aware of sustainability reports, although only 44% consider them clear and understandable. It was also found that 42.45% of clients stated that the information contained in these documents influences their banking preference, demonstrating their strategic value for customer loyalty. The study determined how these reports impact communication. Based on these findings, structured strategies were developed to optimize communication through sustainability reports, transforming positive perceptions into active customer engagement. These strategies also include content redesign, channel diversification, and the creation of participatory experiences, helping to position Corporate Social Responsibility as a differentiating factor in the regional banking sector.