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El Papel De La Reputación, El Boca-Oreja, La Confianza Y La Incertidumbre En La Contratación De Un Banco / The Role Of Reputation, Word-Of-Mouth, Trust And Uncertainty When Contracting A Bank

Author

Listed:
  • de Obesso Grijalvo, Ana María

    () (Universidad de Valladolid (España))

  • San Martín Gutiérrez, Sonia

    () (Universidad de Burgos (España))

  • Jiménez Torres, Nadia H.

    () (Universidad Autónoma de San Luis Potosí (México))

Abstract

¿Qué factores influyen en los consumidores cuando tiene que elegir un banco con el que contratar en situaciones de información asimétrica? Es una situación en que la empresa normalmente posee más información que los consumidores, lo que les genera incertidumbre ante un posible comportamiento empresarial oportunista. Para reducirla, el consumidor puede recurrir, por un lado, a se˜nales que envía el propio banco al mercado, como su reputación, y por otro lado, a la búsqueda de información más informal, la comunicación boca-oreja (WOM) positiva de conocidos para generar o aumentar su confianza y, a través de esta, desarrollar una intención de contratar con un banco y no con otros. Las relaciones entre esas variables se testaron con una muestra de 155 usuarios de banca cuando aún no habían trabajado con un determinado banco. Los resultados indican la importancia de la reputación del banco y la información positiva recibida de prescriptores para generar confianza, pero con diferencias en función del grado de incertidumbre ex ante percibida, que modera esas relaciones. / What factors influence consumers to choose a bank with which to contract a service in a situation of information asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a possible firm opportunistic behaviour. To reduce it, consumers can use, on one hand, signals that the bank sends to the market, such as reputation, and on the other hand, they can seek for more informal information, such as positive word-of-mouth communication from relatives and friends, to generate or increase trust, and through this variable, to develop an intention of contract with a specific bank and not others. Relations among those variables were tested with a sample of 155 bank users when they have not still worked with a specific bank. Results indicate the importance both of the reputation signal and of the positive information received of acquaintances and relatives to trust, but with differences according to the level of perceived ex ante uncertainty moderate those relations.

Suggested Citation

  • de Obesso Grijalvo, Ana María & San Martín Gutiérrez, Sonia & Jiménez Torres, Nadia H., 2012. "El Papel De La Reputación, El Boca-Oreja, La Confianza Y La Incertidumbre En La Contratación De Un Banco / The Role Of Reputation, Word-Of-Mouth, Trust And Uncertainty When Contracting A Bank," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 18(3), pages 190-199.
  • Handle: RePEc:idi:jiedee:v:18:y:2012:i:3:p:190-199
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    File URL: http://www.elsevier.es/es/revistas/investigaciones-europeas-direccion-economia-empresa-345/el-papel-reputacion-boca-oreja-confianza-incertidumbre-contratacion-90149563-articulos-2012?bd=1
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    Keywords

    Banca; Confianza; Reputación; Incertidumbre; Boca-oreja; Bank; Trust; Reputation; Uncertainty; Word-of-mouth;

    JEL classification:

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

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