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Estrategias de lealtad de clientes en la banca universal

Author

Listed:
  • María de Fátima León
  • María Virginia Baptista

Abstract

Esta investigación parte de los resultados obtenidos en el estudio previo sobre segmentación de lealtad de clientes de la banca universal en el municipio Libertador del estado de Mérida (Venezuela), considerando las dimensiones de satisfacción y compromiso. El objetivo principal es proponer estrategias dirigidas a incrementar 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 los atributos que los usuarios consideraron más importantes y que al mismo tiempo no valoraron satisfactoriamente; asimismo, se identifican las fallas del servicio en estos atributos, elementos del compromiso que tuviesen baja presencia y las correlaciones moderadas positivas entre satisfacción y compromiso. Todo esto permite proponer estrategias en el contexto del marketing relacional que pueden ser adoptadas por la banca para mejorar la lealtad de sus clientes.

Suggested Citation

  • María de Fátima León & María Virginia Baptista, 2013. "Estrategias de lealtad de clientes en la banca universal," Estudios Gerenciales, Universidad Icesi, June.
  • Handle: RePEc:col:000129:011400
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1641
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    More about this item

    Keywords

    EstrategiasMarketing relacional Satisfacción y compromiso;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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