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Currently, the use of services that can be marketed online is almost a mandatory strategy that companies must incorporate to generate customer loyalty with the institution. The research deals with the study of the behavior of the members of the Savings and Credit Cooperatives regarding the integration of electronic financial services. Cooperatives are autonomous societies that help their members face their economic, social and cultural needs. Specifically, savings and credit cooperatives have the function of delivering financial intermediation for the benefit of their customers (Mella & Bravo, 2014). The investigation is exploratory scope and descriptive type whose approach is mixed. There were applied techniques such as: (a) the observation to the cooperatives to evaluate the technological progress of the financial services that currently have; (b) interviews with managers of certain entities of the sector; (c) a focus group to certain actors involved; and (d) a questionnaire of closed questions to members of different savings and credit unions in the city of Guayaquil. Among the most important results, the following stand out: (a) 43% use the smartphone to access the internet; and (b) 82% have ever used an electronic financial platform.

international journal of business and administrative studies

Analysis of the Consumer Behavior of the Members of the Savings and Credit Cooperatives for the Integration of Electronic Financial Services in the City of Guayaquil