Análisis del comportamiento de los usuarios de canales electrónicos en el Ecuador y propuesta de un plan de comunicación.

Abstract

The objective of this research project was to analyze user behavior regarding the use of electronic channels in Ecuadorian online banking and to propose a communication plan to encourage their adoption. It focused on identifying the factors that influence trust and the use of digital platforms, taking into account how customers' prior knowledge influences their willingness to carry out electronic transactions. The research was conducted using a nonexperimental design, with a qualitative approach and exploratory, descriptive, and synthetic types. Surveys were conducted with 384 users in the city of Guayaquil, selected through unstratified random sampling. The data collected helped identify perceptions, barriers, and opportunities related to the use of online banking. The results showed that 64% of users make use of their banks' digital services, while 36% still prefer to carry out their transactions at physical branches. The main limitations encountered were difficulty in using the applications (38%), fear of information theft (34%), and the perception of slow service (17%). Similarly, users expressed the need for digital training, clearer security messages, and hybrid service mechanisms that strengthen trust in these channels. Based on these findings, a comprehensive communication plan was designed with educational, security positioning, and loyalty strategies, including a schedule, budget, and evaluation indicators. This plan seeks to consolidate banking digitization, reduce barriers to use, and strengthen the relationship between banks and customers in Ecuador.