Análisis de las estrategias de crecimiento y posicionamiento competitivo de las cooperativas de ahorro y crédito en la ciudad de Cañar

Abstract

The strengthening of the cooperative sector in Ecuador has created the need to examine the factors that influence its sustainability and competitiveness within an increasingly digitalized financial environment. In this context, this study aimed to analyze the growth and competitive positioning strategies implemented by segment-one savings and credit cooperatives in the city of Cañar. The research followed a mixed approach, through the application of semi-structured interviews with representatives of five cooperatives and surveys of 100 members. These instruments made it possible to identify perceptions and assessments regarding the use of digital channels, the level of automation, service accessibility, financial education, and the competitive position relative to traditional banking. The results reveal that, although cooperatives have made progress in adopting technological tools such as websites, mobile applications, and messaging services, they still face limitations in usability, process automation and the implementation of digital financial education programs. Likewise, it was observed that the competitive positioning compared to traditional banking is perceived as intermediate or unfavorable by a significant part of the members, which affects loyalty. In conclusion, although the cooperatives in Cañar have initiated processes of digital transformation and service diversification, these efforts remain incipient. To achieve sustainable growth, it is necessary to integrate technological innovation with inclusive financial education strategies that strengthen trust and consolidate their role in local economic development.