Effects of business strategies of BANPRO AGENTS in CUSTOMER SATISFACTION in the city of Estelí in 2014

Abstract

The present study determines the effects of corporate strategies of BANPRO Agents (Bank of Production) to design proposals to improve customer satisfaction and agents’ service in the city of Estelí in 2014. This study is qualitative. The study group was 23 agents located in the city of Estelí. The sampling was non-probability, considering the following criteria: owners of banking establishments, customers using this service, and availability of people to provide information. Interviews, surveys and observation guides were applied.

This study shows that the lack of publicity is one of the main constraints for the growth of BANPRO agents since many customers are unaware of this service and it is inevitable their distrust when using it for the first time. Another limitation is the location within the buildings because it does not ensure customer safety.

It is recommended that the bank designs strategic plans to improve the constraints they have such as to design windows for these establishments, and the importance of investing in advertisement to make notorious what it is offered.