Experiencia del cliente, confianza y lealtad de los millennials en el sector bancario de la ciudad de Cuenca-Ecuador
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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.
Palabras Clave
Banca digital, confianza, experiencia del cliente, lealtad Digital banking, trust, customer experience, loyalty.
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Ali, F., Kim, W. G., Li, J., & Jeon, H.-M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7, 1–11. doi: https://doi.org/10.1016/j.jdmm.2016.05.003
Arora, S., & Sandhu, S. (2018). Usage based upon reasons: the case of electronic banking services in India. International Journal of Bank Marketing, 36(4), 680-700. doi: https://doi.org/10.1108/IJBM-03-2017-0060
Bhattacherjee, A. (2002). Individual trust in online firm: scale development initial test. Journal of Management Information Systems 19 (1): 211-241. doi: https://doi.org/10.1080/07421222.2002.11045715
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421. doi: https://doi.org/10.2307/2393203
Bashir, I., & Madhavaiah, C. (2015). Consumer attitude and behavioural intention towards Internet banking adoption in India. Journal of Indian Business Researc, 7(1), 67 - 102. doi: https://doi.org/10.1108/jibr-02-2014-0013
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. doi: https://doi.org/10.1509/jmkg.73.3.052
Buttle, Francis. (2008). Customer relationship management: concepts and technologies. doi: https://doi.org/10.4324/9780080949611
Chin, W. (1998). The partial least square approach to structural equation modelling. En G. Marcoulides (Ed.), Modern Methods for Business Research. Mahawah, Estados Unidos: Lawrence Erlbaum, pp. 295-369.
Chin, W.W. How to write up and report PLS analyses. In Handbook of Partial Least Squares: Concepts, Methods and Application; Esposito, V.V., Chin, W., Henseler, J., Wang, H., Eds.; Springer: New York, NY, USA, 2010; pp. 645–689.
De Keyser, A. (2015). Understanding and managing the customer experience. PhD Series Ghent University. Faculty of Economics and Business Administration. Ghent University. Faculty of Economics and Business Administration, Ghent, Belgium.
Dabholkar, P., & Overby, J. (2005). Linking process and outcome to service quality and customer satisfaction evaluations: an investigation of real estate agent service. International Journal of Service Industry Management,, 16(1), 10–27. doi: https://doi.org/10.1108/09564230510587131
Doney, P., & Cannon, J. (1997). An examination of the nature of trust in buyer-seller. Journal of Marketing, 35–51. doi: https://doi.org/10.1177/002224299706100203
Drig?, I., & Isac, C. (2014). E-banking services-features, challenges and benefits. Annals of the University of Petro?ani Economics, 14(1), 41 - 50.
Fornell, C.; Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39–50. doi: https://doi.org/10.2307/3151312
Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61, 101-107. doi: https://doi.org/10.1093/biomet/61.1.101
Gillani, S. U. A., & Awan, Dr. A. G. (2014). Customer Loyalty in Financial Sector: A case study of Commercial Banks in Southern Punjab. International Journal of Accounting and Financial Reporting, 1(1), 587. doi: https://doi.org/10.5296/ijafr.v4i2.6870
INEC. (2019). Instituto Nacional de Estadisticas y Censos. Retrieved from https://www.ecuadorencifras.gob.ec/institucional/home/
Jarvenpaa, S., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. INFORMATION TECHNOLOGY AND MANAGEMENT, 1(1/2), 45–71. https://doi.org/10.1023/A:1019104520776
Kamath, P. R., Pai, Y. P., y Prabhu, N. K. P. (2019). Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing. doi: https://doi.org/10.1108/IJBM-01-2019-0034
Kaur, S., & Arora, S. (2020). Role of perceived risk in online banking and its impact on behavioral intention: trust as a moderator. Journal of Asia Business Studies. doi: https://doi.org/10.1108/JABS-08-2019-0252
Kavitha, S., & Haritha, P. (2018). A Study on Customer Experience and its Relationship with Repurchase Intention among Telecom Subscribers in Coimbatore District. International Journal of Management Studies, V(3(3)), 83. doi: https://doi.org/10.18843/ijms/v5i3(3)/11
Lancaster, L. and Stillman, D. (2002), When Generations Collide, HarperCollins Publishing, New York, NY.
Leguina, A. (2015) A primer on partial least squares structural equation modeling (PLS-SEM), International Journal of Research & Method in Education, 38:2, 220-221, doi: https://doi.org/10.1080/1743727X.2015.1005806
Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4). doi: https://doi.org/10.6007/ijarbss/v7-i4/2821
Loureiro, Sandra & Miranda, F. Javier & Breazeale, Michael. (2014). Who Needs Delight? The Greater Impact of Value, Trust and Satisfaction in Utilitarian, Frequent-Use Retail. Journal of Service Management. 25. doi: https://doi.org/10.1108/josm-06-2012-0106
Mbama, C. I., Ezepue, P., Alboul, L., & Beer, M. (2018). Digital banking, customer experience and financial performance: UK bank managers’ perceptions. Journal of Research in Interactive Marketing, 12(4), 432–451. doi: https://doi.org/10.1108/JRIM-01-2018-0026
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651–675. doi: https://doi.org/10.1007/s11365-019-00564-x
Moliner-Tena, M. A., Monferrer-Tirado, D., & Estrada-Guillén, M. (2019). Customer engagement, non-transactional behaviors and experience in services: A study in the bank sector. International Journal of Bank Marketing, 37(3), 730–754. doi: https://doi.org/10.1108/IJBM-04-2018-0107
Nowak, L., Thach, L., & Olsen, J. E. (2006). Wowing the millennials: Creating brand equity in the wine industry. Journal of Product and Brand Management, 15(5), 316–323. doi: https://doi.org/10.1108/10610420610685712
Omoregie, O. K., Addae, J. A., Coffie, S., Ampong, G. O. A., & Ofori, K. S. (2019). Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing, 37(3), 798–820. doi: https://doi.org/10.1108/IJBM-04-2018-0099
Partridge, H., & Hallam, G. (2006). Educating the Millennial Generation for evidence based information practice. Library Hi Tech, 24(3), 400–419. doi: https://doi.org/10.1108/07378830610692163
Pavlou, P.A. (2003). Consumer Intentions to Adopt Electronic Commerce–Incorporating Trust and Risk in the Technology Acceptance Model, International Journal of Electronic Commerce 7 (3): 101-123. doi: https://doi.org/10.1080/10864415.2003.11044275
Pikkarainen, K., Pikkarainen, T., Karjaluoto, H., & Pahnila, S. (2006). The measurement of end-user computing satisfaction of online banking services: empirical evidence from Finland. International Journal of Bank Marketing,, 24(3), 158-172. doi: https://doi.org/10.1108/02652320610659012
Roy, M., O. Dewit y B. Aubert (2001). The impact of interface usability on trust in web retailers. Internet Research: Electronic Networking Applications and Policy 11 (5): 388-398. doi: https://doi.org/10.1108/10662240110410165
Sáenz, K., & Tamez, G. (2014). Modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales. In Métodos y Técnicas Cualitativas y Cuantitativas Aplicables a la Investigación en Ciencias Sociales. Tirant Humanidades.
Safeena, R., Date, H., Hundewale, N., & Kammani, A. (2013). Combination of TAM and TPB in electronic banking adoption. International Journal of Computer Theory and Engineering, 5(1), 146. doi: https://doi.org/10.7763/ijcte.2013.v5.665
San Martín, S. y Camarero, C. (2010): "Los determinantes de la confianza del comprador online. Comparación con el caso subasta", Cuadernos de Gestión, Vol 10, nº especial, pp.43-61, doi: https://doi.org/10.5295/cdg.100187ss
Sarin, S., Sego, T., & Chanvarasuth, N. (2003). Strategic use of bundling for reducing consumers’ perceived risk associated with the purchase of new high-tech products. Journal of Marketing Theory and Practice, 71 - 83. doi: https://doi.org/10.1080/10696679.2003.11658502
Shamsuddoha, Mohammad and Alamgir, Mohammed, Loyalty and Satisfaction Construct in Retail Banking - An Empirical Study on Bank Customers (July 4, 2003). The Chittagong University Journal of Business Administration, Vol. 19, 2004, Available at SSRN: doi: https://ssrn.com/abstract=1295427
Slåtten, T., Krogh, C., & Connolley, S. (2011). Make it memorable: customer experiences in winter amusement parks. International Journal of Culture, Tourism and Hospitality Research, 5(1), 80–91. doi: https://doi.org/10.1108/17506181111111780
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. doi: https://doi.org/10.1016/j.jretconser.2016.04.009
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, 36, 111-147. doi: https://doi.org/10.1111/j.2517-6161.1976.tb01573.x
Suh, B. e I. Han (2002). Effect of trust on customer acceptance of Internet banking. Electronic Commerce Research and Applications 1 (3/4): 247-263. doi: https://doi.org/10.1016/s1567-4223(02)00017-0
Torres, Eduardo; Manzur, Enrique; Olavarrieta, Sergio y Barra, Cristóbal. Análisis de la relación confianza-compromiso en la banca en internet. Revista Venezolana de Gerencia [online]. 2009, vol.14, n.47, pp. 371-392. ISSN 1315-9984. doi: https://doi.org/10.31876/revista.v14i47.10539
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. doi: https://doi.org/10.1016/j.jretai.2008.11.001
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701–725. doi: https://doi.org/10.1108/ijbm-06-2017-0121
Arora, S., & Sandhu, S. (2018). Usage based upon reasons: the case of electronic banking services in India. International Journal of Bank Marketing, 36(4), 680-700. doi: https://doi.org/10.1108/IJBM-03-2017-0060
Bhattacherjee, A. (2002). Individual trust in online firm: scale development initial test. Journal of Management Information Systems 19 (1): 211-241. doi: https://doi.org/10.1080/07421222.2002.11045715
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421. doi: https://doi.org/10.2307/2393203
Bashir, I., & Madhavaiah, C. (2015). Consumer attitude and behavioural intention towards Internet banking adoption in India. Journal of Indian Business Researc, 7(1), 67 - 102. doi: https://doi.org/10.1108/jibr-02-2014-0013
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. doi: https://doi.org/10.1509/jmkg.73.3.052
Buttle, Francis. (2008). Customer relationship management: concepts and technologies. doi: https://doi.org/10.4324/9780080949611
Chin, W. (1998). The partial least square approach to structural equation modelling. En G. Marcoulides (Ed.), Modern Methods for Business Research. Mahawah, Estados Unidos: Lawrence Erlbaum, pp. 295-369.
Chin, W.W. How to write up and report PLS analyses. In Handbook of Partial Least Squares: Concepts, Methods and Application; Esposito, V.V., Chin, W., Henseler, J., Wang, H., Eds.; Springer: New York, NY, USA, 2010; pp. 645–689.
De Keyser, A. (2015). Understanding and managing the customer experience. PhD Series Ghent University. Faculty of Economics and Business Administration. Ghent University. Faculty of Economics and Business Administration, Ghent, Belgium.
Dabholkar, P., & Overby, J. (2005). Linking process and outcome to service quality and customer satisfaction evaluations: an investigation of real estate agent service. International Journal of Service Industry Management,, 16(1), 10–27. doi: https://doi.org/10.1108/09564230510587131
Doney, P., & Cannon, J. (1997). An examination of the nature of trust in buyer-seller. Journal of Marketing, 35–51. doi: https://doi.org/10.1177/002224299706100203
Drig?, I., & Isac, C. (2014). E-banking services-features, challenges and benefits. Annals of the University of Petro?ani Economics, 14(1), 41 - 50.
Fornell, C.; Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39–50. doi: https://doi.org/10.2307/3151312
Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61, 101-107. doi: https://doi.org/10.1093/biomet/61.1.101
Gillani, S. U. A., & Awan, Dr. A. G. (2014). Customer Loyalty in Financial Sector: A case study of Commercial Banks in Southern Punjab. International Journal of Accounting and Financial Reporting, 1(1), 587. doi: https://doi.org/10.5296/ijafr.v4i2.6870
INEC. (2019). Instituto Nacional de Estadisticas y Censos. Retrieved from https://www.ecuadorencifras.gob.ec/institucional/home/
Jarvenpaa, S., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. INFORMATION TECHNOLOGY AND MANAGEMENT, 1(1/2), 45–71. https://doi.org/10.1023/A:1019104520776
Kamath, P. R., Pai, Y. P., y Prabhu, N. K. P. (2019). Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing. doi: https://doi.org/10.1108/IJBM-01-2019-0034
Kaur, S., & Arora, S. (2020). Role of perceived risk in online banking and its impact on behavioral intention: trust as a moderator. Journal of Asia Business Studies. doi: https://doi.org/10.1108/JABS-08-2019-0252
Kavitha, S., & Haritha, P. (2018). A Study on Customer Experience and its Relationship with Repurchase Intention among Telecom Subscribers in Coimbatore District. International Journal of Management Studies, V(3(3)), 83. doi: https://doi.org/10.18843/ijms/v5i3(3)/11
Lancaster, L. and Stillman, D. (2002), When Generations Collide, HarperCollins Publishing, New York, NY.
Leguina, A. (2015) A primer on partial least squares structural equation modeling (PLS-SEM), International Journal of Research & Method in Education, 38:2, 220-221, doi: https://doi.org/10.1080/1743727X.2015.1005806
Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4). doi: https://doi.org/10.6007/ijarbss/v7-i4/2821
Loureiro, Sandra & Miranda, F. Javier & Breazeale, Michael. (2014). Who Needs Delight? The Greater Impact of Value, Trust and Satisfaction in Utilitarian, Frequent-Use Retail. Journal of Service Management. 25. doi: https://doi.org/10.1108/josm-06-2012-0106
Mbama, C. I., Ezepue, P., Alboul, L., & Beer, M. (2018). Digital banking, customer experience and financial performance: UK bank managers’ perceptions. Journal of Research in Interactive Marketing, 12(4), 432–451. doi: https://doi.org/10.1108/JRIM-01-2018-0026
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651–675. doi: https://doi.org/10.1007/s11365-019-00564-x
Moliner-Tena, M. A., Monferrer-Tirado, D., & Estrada-Guillén, M. (2019). Customer engagement, non-transactional behaviors and experience in services: A study in the bank sector. International Journal of Bank Marketing, 37(3), 730–754. doi: https://doi.org/10.1108/IJBM-04-2018-0107
Nowak, L., Thach, L., & Olsen, J. E. (2006). Wowing the millennials: Creating brand equity in the wine industry. Journal of Product and Brand Management, 15(5), 316–323. doi: https://doi.org/10.1108/10610420610685712
Omoregie, O. K., Addae, J. A., Coffie, S., Ampong, G. O. A., & Ofori, K. S. (2019). Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing, 37(3), 798–820. doi: https://doi.org/10.1108/IJBM-04-2018-0099
Partridge, H., & Hallam, G. (2006). Educating the Millennial Generation for evidence based information practice. Library Hi Tech, 24(3), 400–419. doi: https://doi.org/10.1108/07378830610692163
Pavlou, P.A. (2003). Consumer Intentions to Adopt Electronic Commerce–Incorporating Trust and Risk in the Technology Acceptance Model, International Journal of Electronic Commerce 7 (3): 101-123. doi: https://doi.org/10.1080/10864415.2003.11044275
Pikkarainen, K., Pikkarainen, T., Karjaluoto, H., & Pahnila, S. (2006). The measurement of end-user computing satisfaction of online banking services: empirical evidence from Finland. International Journal of Bank Marketing,, 24(3), 158-172. doi: https://doi.org/10.1108/02652320610659012
Roy, M., O. Dewit y B. Aubert (2001). The impact of interface usability on trust in web retailers. Internet Research: Electronic Networking Applications and Policy 11 (5): 388-398. doi: https://doi.org/10.1108/10662240110410165
Sáenz, K., & Tamez, G. (2014). Modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales. In Métodos y Técnicas Cualitativas y Cuantitativas Aplicables a la Investigación en Ciencias Sociales. Tirant Humanidades.
Safeena, R., Date, H., Hundewale, N., & Kammani, A. (2013). Combination of TAM and TPB in electronic banking adoption. International Journal of Computer Theory and Engineering, 5(1), 146. doi: https://doi.org/10.7763/ijcte.2013.v5.665
San Martín, S. y Camarero, C. (2010): "Los determinantes de la confianza del comprador online. Comparación con el caso subasta", Cuadernos de Gestión, Vol 10, nº especial, pp.43-61, doi: https://doi.org/10.5295/cdg.100187ss
Sarin, S., Sego, T., & Chanvarasuth, N. (2003). Strategic use of bundling for reducing consumers’ perceived risk associated with the purchase of new high-tech products. Journal of Marketing Theory and Practice, 71 - 83. doi: https://doi.org/10.1080/10696679.2003.11658502
Shamsuddoha, Mohammad and Alamgir, Mohammed, Loyalty and Satisfaction Construct in Retail Banking - An Empirical Study on Bank Customers (July 4, 2003). The Chittagong University Journal of Business Administration, Vol. 19, 2004, Available at SSRN: doi: https://ssrn.com/abstract=1295427
Slåtten, T., Krogh, C., & Connolley, S. (2011). Make it memorable: customer experiences in winter amusement parks. International Journal of Culture, Tourism and Hospitality Research, 5(1), 80–91. doi: https://doi.org/10.1108/17506181111111780
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. doi: https://doi.org/10.1016/j.jretconser.2016.04.009
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, 36, 111-147. doi: https://doi.org/10.1111/j.2517-6161.1976.tb01573.x
Suh, B. e I. Han (2002). Effect of trust on customer acceptance of Internet banking. Electronic Commerce Research and Applications 1 (3/4): 247-263. doi: https://doi.org/10.1016/s1567-4223(02)00017-0
Torres, Eduardo; Manzur, Enrique; Olavarrieta, Sergio y Barra, Cristóbal. Análisis de la relación confianza-compromiso en la banca en internet. Revista Venezolana de Gerencia [online]. 2009, vol.14, n.47, pp. 371-392. ISSN 1315-9984. doi: https://doi.org/10.31876/revista.v14i47.10539
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. doi: https://doi.org/10.1016/j.jretai.2008.11.001
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701–725. doi: https://doi.org/10.1108/ijbm-06-2017-0121
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sep 23, 2021
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