REESTRUCTURACIÓN DEL MODELO DE ATENCIÓN AL CLIENTE SOBRE EL CANAL CASH MANAGEMENT DEL BANCO PICHINCHA C.A.

Abstract

Since many years ago, technological and financial innovation has become a crucial key factor in Banco Pichincha, especially with its Cash Management product. This product, created in response to the financial institutions boom, has enabled the development of an unmet need in order to position itself as the leading bank in Ecuador against its competition. This product has achieved in the last years, first position in electronic banking services in Ecuador. However, in recent years, the bank has detected an increasing attrition among its users, which is why a restructuration is needed.