POPULAR COMMUNITY BANKS IN MEXICO: DESIGNING THE MEASURING TOOL OF INNOVATION IN SERVICES FOR COMPETITIVENESS
Today, the PCB are a very important social alternative because they are based upon the development of their members and the community, unlike Banks, based over the profitability; however, in Mexico they have a bad reputation because of cases reported in the last decades of abuse and fraud to its members. Fortunately, not all cases are like this, because there are 4 case studies of PCB placed at the Sierra de Amula and South Coast of Jalisco (SACSJ), which served as inspiration to give permanence and continuity to the original concept; such PCBs are Agustin de Iturbide (1955;11,232 members), Cristobal Colon (1972; 32,584 members), San Jose Casimiro (1977; 6,539 members) and Santa Maria Guadalupe (1960;17,030 members)totaling 67,385 members in December 2011. This document is intended to discover the Variables of Innovation in Services (VIS) of those PCB and relating Competitiveness to permanence, growth and retention, to allow the managers of these PCB to recognize them, and decide the actions in order to become more competitive. The methodology suggested was base on literature review and empirical query to 15 experts in PCB. 4 VIS were determined: Profile of the Leader, Decisions Mnagement, Innovation and Regulations. Each of one were characterized to determine, finally: Profile of the Leader with 3 Dimensions and 8 Indicators; Regulations with 2 Dimensions and 4 Indicators; Management Decisions with 6 Dimensions, 12 Indicators, Innovation: 1 Dimension, 4 Indicators.