Impacto de la comunicación digital en la satisfacción de los socios mediante neuromarketing y propuestas de estrategias inbound marketing para el servicio Jardín Azuayo Móvil

Abstract

The main objective of this thesis is to analyze the impact of digital communication on the satisfaction of the members of Cooperativa de Ahorro y Crédito Jardín Azuayo (a credit union based in Ecuador) using neuromarketing techniques and to propose Inbound Marketing strategies aimed at optimizing the Jardín Azuayo Móvil app. The research follows a neuroqualitative approach and uses tools such as electroencephalography (EEG), eye tracking, and galvanic skin response (GSR), complemented by structured interviews with a sample of twenty members. An analysis of the current state of the cooperative’s digital communication was conducted, followed by an evaluation of the participants’ interactions with the digital platforms: Facebook, Instagram, the website, and the Jardín Azuayo Móvil app, in order to identify opportunities for improvement through the analysis of emotions, emotional intensity, and areas of specific visual attention. Based on the results, the stages of the Inbound Marketing model, attract, convert, close, and delight, were applied to formulate strategies focused on optimizing the Jardín Azuayo Móvil app.