Experiencia del cliente, confianza y lealtad de los millennials en el sector bancario de la ciudad de Cuenca-Ecuador

Contenido principal del artículo

Adriana Priscila Vallejo Bojorque https://orcid.org/0000-0001-8725-836X
Judith Cavazos Arroyo https://orcid.org/0000-0002-6258-289X
Mario Alberto Lagunez-Pérez https://orcid.org/0000-0002-1548-5114
Sofía Elba Vásquez-Herrera https://orcid.org/0000-0001-8053-5678

Resumen

El objetivo de esta investigación fue explicar el efecto de la experiencia del cliente bancario sobre la confianza y el efecto de esta última sobre la lealtad del cliente, logrando así complementar investigaciones anteriores donde se sugiere explorar con claridad la red nomológica de los constructos que actúan como mediadores en la relación entre la experiencia del cliente y la fidelidad del mismo. La muestra estuvo conformada por 1231 usuarios de la banca de la ciudad de Cuenca-Ecuador que forman parte de la generación conocida como millennials, segmento de interés por sus características y comportamiento de compra. Para el análisis de los datos se utilizó el modelo de ecuaciones estructurales y el software PLS (Partial Least Square). Los resultados evidencian que existe un efecto significativo de la experiencia del cliente sobre la confianza en la banca y a su vez un efecto similar entre la confianza y lealtad del cliente; además, se confirma que la confianza representa una variable que antecede a la lealtad. Los rasgos y comportamientos de los millennials, conocedores de la tecnología e Internet, evidencian una relación entre las variables que son parte del modelo propuesto y aplicado en el sector bancario.

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