Influencia de los canales electrónicos y medios tecnológicos en la fidelización de los clientes de la banca privada en Guayaquil.

Abstract

The strategy for the implementation of technology and communication is widely developed in bibliographic reviews worldwide. However, it has not yet been described in Ecuador. The main objective of this paper is to identify the impact of the implementation of technological means and electronic channels on customer loyalty and determine the factors on which the choice and permanence of the consumer in private banking depends. This is a descriptive and observational study that analyzes a random sample of users from different banks in Guayaquil. The investigation was carried out in an interval of 4 months, from September 2019 to January 2020, in the city of Guayaquil. A random sample of 385 people is obtained. Data collection is done using the Google Surveys tool of banking users and their level of satisfaction with it. Among the reasons why they did not use electronic channels we have the lack of technological resources and internet consumption, mainly in the age group over 60 years. Of the 293 users, 98 (33%) report that they do not visit the bank for any purpose other than withdrawing cash, while 101 (34%) report that they visit the bank annually for reasons other than withdrawing cash. The benefits of electronic channels and the effect they have on the customer's perception of the bank have been described in detail, so it is clearly established the importance of having a clear electronic strategy in banks to ensure customer loyalty users.