Biblioteca Digital de VanguardiaCOMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS
The purpose of the article is to identify marketing strategies that you can implement the BBVA Bank Guadalajara de Buga (Colombia), to increase its market share, to the product "Crédito de Libranza" directed segment of teachers in the public sector, due to the importance that has been gain...
| Autores principales: | , |
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| Formato: | Artículo |
| Lenguaje: | Español |
| Publicado: |
Universidad Pontificia Bolivariana
2020
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| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4635 |
| _version_ | 1782344946706022400 |
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| author | Zapata, Clara Inés Valencia Peñuela, Carlos Fernando |
| author_facet | Zapata, Clara Inés Valencia Peñuela, Carlos Fernando |
| author_sort | Zapata, Clara Inés |
| collection | Revista |
| description | The purpose of the article is to identify marketing strategies that you can implement the BBVA Bank Guadalajara de Buga (Colombia), to increase its market share, to the product "Crédito de Libranza" directed segment of teachers in the public sector, due to the importance that has been gaining the product and the entry of other competitors. For this financial consumer profile is analyzed, from an operational point of view, as a subject requiring banking services for everyday needs and the Bank that customer loyalty strategies life. It was found that purchasing portfolio is attractive as an element to provide, therefore should be part of the Bank's strategy, through appropriate interest rates and the ongoing analysis of customer for their behavior and preferences, so that the adjustment strategy in time. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4635 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-46352020-10-03T17:37:58Z COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS ESTRATEGIAS COMERCIALES DEL BANCO BBVA PARA AUMENTAR SU PARTICIPACIÓN EN EL MERCADO DE LOS DOCENTES OFICIALES Zapata, Clara Inés Valencia Peñuela, Carlos Fernando Consumidor Financiero Crédito por Libranza Estrategias de Marketing consumer finance investment credit marketing strategies The purpose of the article is to identify marketing strategies that you can implement the BBVA Bank Guadalajara de Buga (Colombia), to increase its market share, to the product "Crédito de Libranza" directed segment of teachers in the public sector, due to the importance that has been gaining the product and the entry of other competitors. For this financial consumer profile is analyzed, from an operational point of view, as a subject requiring banking services for everyday needs and the Bank that customer loyalty strategies life. It was found that purchasing portfolio is attractive as an element to provide, therefore should be part of the Bank's strategy, through appropriate interest rates and the ongoing analysis of customer for their behavior and preferences, so that the adjustment strategy in time. El propósito del artículo es identificar estrategias comerciales que pueda implementar el Banco BBVA de Guadalajara de Buga (Colombia), para incrementar su participación en el mercado, con el producto “Crédito por Libranza” direccionado al segmento de los docentes del sector oficial, debido a la importancia que viene ganando dicho producto y el ingreso de otros competidores. Para esto se analiza el perfil del consumidor financiero desde el punto de vista operativo, como un sujeto que requiere de los servicios bancarios para su vida cotidiana y del Banco, el cual necesita estrategias de fidelización del cliente. Se encontró que la compra de cartera es atractiva como elemento para ofrecer, por lo tanto, debe ser parte de la estrategia del Banco a través de tasas de interés adecuadas, así como el estudio permanente del cliente, para conocer su conducta y preferencias, de tal forma que la estrategia se ajuste en el tiempo. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4635 Colección Académica de Ciencias Sociales; Vol. 1 Núm. 1 (2014): Ene-Jun; 2-12 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4635/4320 |
| spellingShingle | Consumidor Financiero Crédito por Libranza Estrategias de Marketing consumer finance investment credit marketing strategies Zapata, Clara Inés Valencia Peñuela, Carlos Fernando COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title | COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title_full | COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title_fullStr | COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title_full_unstemmed | COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title_short | COMMERCIAL STRATEGIES OF BBVA BANK TO INCREASE ITS PARTICIPATION IN THE MARKET FOR OFFICIAL TEACHERS |
| title_sort | commercial strategies of bbva bank to increase its participation in the market for official teachers |
| topic | Consumidor Financiero Crédito por Libranza Estrategias de Marketing consumer finance investment credit marketing strategies |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4635 |