Estrategias de lealtad de clientes en la banca universal

  • María Virginia Baptista Profesora, Departamento de Ciencias Administrativas, Universidad de Los Andes, Mérida, Venezuela
  • María de Fátima León Profesora, Centro de Investigaciones y Desarrollo Empresarial, Universidad de Los Andres, Mérida, Venezuela
Palabras clave: Estrategias, Marketing relacional, Satisfacción y compromiso

Resumen

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.

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Biografía del autor/a

María Virginia Baptista, Profesora, Departamento de Ciencias Administrativas, Universidad de Los Andes, Mérida, Venezuela

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Publicado
2013-05-15
Cómo citar
Baptista, M. V., & León, M. de F. (2013). Estrategias de lealtad de clientes en la banca universal. Estudios Gerenciales, 29(127), 189-203. https://doi.org/10.1016/j.estger.2013.05.007
Sección
Artículo de investigación