Perception of customers of banking entities: an analysis of mobile banking services in Tungurahua
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Abstract
The study has focused on mobile banking, since these are concepts that are constantly growing within banks and their use through mobile phones will allow them to reach a broader set of customers. The objective of the work was to determine the impact that the clients of the banking entities have on the mobile banking services in the province of Tungurahua. The factors analyzed were satisfaction and trust as antecedents for the development of customer loyalty according to the quantitative method of correlational level. The results showed that satisfaction is supported by previous interactions, and this generates a positive effect on customer loyalty. Also, the usability and service of the mobile interface show that they generate a positive effect on satisfaction. It is concluded that banks should prioritize an easy-to-use interface and provide services valued by mobile banking customers. Although it is true, competitiveness forces these financial institutions to offer quality and pleasant experiences to customers.
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Douglas Israel Núñez-Cruz , Universidad Técnica de Ambato - Ecuador
Graduated from the career of marketing and business management
Cinthya Patricia Tite-Quispe , Universidad Técnica de Ambato - Ecuador
Graduated from the career of marketing and businmmess management
Mario Fernando Sigüenza-Espín , Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0002-1561-7850
Bachelor of Administrative Sciences
Marketing Manager
Master in Socio Productive Project Management University professor and Professional in the business field Private Sector as Consultant and Trainer
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