La importancia de las estrategias de fidelización, para la retención de los clientes de la línea de crédito hipotecario del banco caja social de la ciudad de Cali

Abstract

Loyalty is a marketing concept that distinguishes a customer's loyalty to a specific brand, product or service; that is to say; is that a client chooses a certain company; to make all or most of the purchases or acquisition of services or products, independent of external variables, which may influence your purchase decision, such as price or interest rate in the financial field, among other aspects to mention. Taking into account the aforementioned and after carrying out an analysis of the different aspects covered by customer loyalty, a document that mainly seeks is presented; determine the importance of loyalty strategies for the retention and attraction of clients of the mortgage line of the "Banco Caja Social" in the city of Cali. The document is divided into three parts: the first is to identify the needs of customers in banks, when they seek housing loans; the second part is an analysis of the similar and differential characteristics of the mortgage loan line of Banco Caja Social, compared to its main competitors Banco Davivienda and Banco BBVA. Finally, the third part includes the strategies proposed for the retention and attraction of the clients of the mortgage credit line of the Banco Caja Social of the city of Cali. It should be noted that these strategies are designed under the characteristics and needs of Banco Caja Social, which seeks not only to satisfy the basic needs of customers, but in turn, exceed their expectations, in such a way that they are delighted and generate relationships solid over time.