Bibliographic citations
Benites, B., Ccancha, J. (2023). Marketing de servicios en la entidad financiera Mibanco -Banco de la Microempresa Sociedad Anónima de la ciudad de Quillabamba – La Convención 2021 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/6069
Benites, B., Ccancha, J. Marketing de servicios en la entidad financiera Mibanco -Banco de la Microempresa Sociedad Anónima de la ciudad de Quillabamba – La Convención 2021 []. PE: Universidad Andina del Cusco; 2023. https://hdl.handle.net/20.500.12557/6069
@misc{renati/955788,
title = "Marketing de servicios en la entidad financiera Mibanco -Banco de la Microempresa Sociedad Anónima de la ciudad de Quillabamba – La Convención 2021",
author = "Ccancha Serrano, Jonathan Smith",
publisher = "Universidad Andina del Cusco",
year = "2023"
}
The objective of this research work is to describe the marketing of services in the financial entity Mibanco - Banco de la Microempresa Sociedad Anónima of the city of Quillabamba - The 2021 Convention, in order to describe the behavior of the service marketing variable, was a work where the descriptive scope was applied, the approach was quantitative and of a non-experimental cross-sectional design, the population that was the subject of the investigation was the clients of Mibanco in the city of Quillabamba, the sample found was 96 study elements, who responded to the survey through the questionnaire with 31 items, whose answers show their reliability through Cronbach's Alpha, presenting a value of 0.856, the results that were reached are: The marketing of services in the financial entity Mibanco de la city of Quillabamba, is presented with an average of 3.12, which indicates that it is regular, statistical data that shows that, and The product, that is, the services offered by Mibanco, generally adapts to the needs of the clients, in terms of price, the clients regularly consider the pricing policy of the products adequate, offering better strategies and payment conditions to the clients; Regarding the plaza, they think that the bank does not have other channels to provide the service, but that the location they have is adequate, with regard to promotion, customers state that they do not perceive advertising that reaches the population, and visits from advisors or analysts are very sporadic, together with this, sales promotion is not an activity that the bank carries out with customers; In relation to the people dimension, customers consider that the staff that attends them shows regular knowledge, is friendly in the service and almost always has a good presence, the service processes show a lot of variation according to the channel, being the service adequate face-to-face, by regular telephone and online none, since customers state that they almost do not use the service online, finally, with regard to physical evidence, customers perceive that the bank's spaces are pleasant, existing comfort and having the necessary instruments for care.
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