Estrategias de lealtad de clientes en la banca universal
DOI:
https://doi.org/10.1016/j.estger.2013.05.007Keywords:
Estrategias, Marketing relacional, Satisfacción y compromisoAbstract
Esta investigación parte de los resultados obtenidos en el estudio previo sobre segmentación de lealtad declientes de la banca universal en el municipio Libertador del estado de Mérida (Venezuela), considerandolas dimensiones de satisfacción y compromiso. El objetivo principal es proponer estrategias dirigidas aincrementar los niveles de satisfacción y compromiso en cada segmento identificado en dicho estudio.A través de la investigación cuantitativa apoyada en el análisis estadístico correlacional se analizan losatributos que los usuarios consideraron más importantes y que al mismo tiempo no valoraron satisfacto-riamente; asimismo, se identifican las fallas del servicio en estos atributos, elementos del compromiso quetuviesen baja presencia y las correlaciones moderadas positivas entre satisfacción y compromiso. Todoesto permite proponer estrategias en el contexto del marketing relacional que pueden ser adoptadas porla banca para mejorar la lealtad de sus clientes.Downloads
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