Plan de comunicación digital para la promoción del servicio virtual JA PAGOS de la COAC Jardín Azuayo en el territorio Cuenca

Abstract

The main objective of this degree thesis is to provide a digital communication plan for the promotion of the virtual service JA PAGOS of the COAC Jardín Azuayo in the Cuenca Territory. Supporting the cooperative to take a leap into the digital era, without ignoring the mission, vision and values on what Jardín Azuayo is based. This is why strategies, tactics and tools will be used to help strengthen the image to the public, using the available resources. JA Pagos is a mobile application in which the user, in this case the member, can make payments or transfers between users who also have the application instantly. The user must enter the amount to be paid, and then the app generates a code, either numeric or QR, which must be given to the member making the payment. Regarding the theoretical framework, fundamental concepts and references are investigated in order to inform the members of the cooperative about the benefits of the virtual service, since the cooperative has no history of a digital communication process for the promotion of this unique service. The incursion into the digital era goes beyond members clicking on the cooperative's website. The focus of technology is not only on consumption, but also on improving the current conditions of human beings. Based on the above, the Internet and technology are very important tools for communication and promotion. In Chapter I, the problem on which the proposal is based is detailed, describing the digital communication that the cooperative currently handles and the problems that are perceived at the time that members receive that communication. In addition, the justification, feasibility and impact of the project are presented.In Chapter II, the Cooperativa de Ahorro y Crédito Jardín Azuayo is presented along with its history, mission, vision and values. It also presents the SWOT analysis of the cooperative and complements it with Porter's forces analysis. In Chapter III, the research methodology, process for analyzing the data and instruments that will be required in the study are described. It presents the results obtained from the surveys and interviews conducted with members and collaborators of COAC Jardín Azuayo, respectively. In Chapter IV, the strategies that must be carried out to comply with the digital communication proposal for the promotion of the JA Pagos virtual service are described and, in addition, to comply with the objective set out in the proposal.