Determinación de los perfiles de los usuarios de banca electrónica a partir de la satisfacción online: una aplicación empírica

ABSTRACT During the last decade national financial systems have undergone a deep transformation that has failed to reduce the high rate of branch banking. One of the most important changes in the sector has been the revolution that has led to the introduction of electronic banking among customers. Electronic Banking has become an element differentiator among financial institutions that they are trying to increase the level of customer satisfaction meeting their expectations that they manifest. The aim of this paper is to analyze the variables that influence the satisfaction of users of electronic banking and to identify their profile according to different socio-demographic, economic, financial and behavioral variables. The paper also establishes a series of recommendations on commercial matters for the extracted segments.Durante la última década los sistemas financieros nacionales han sufrido una profunda transformación que no ha conseguido reducir la importante tasa de bancarización que existe. Uno de los cambios de mayor importancia para el sector ha sido la revolución que ha supuesto la implantación de la Banca Electrónica entre los clientes. La Banca Electrónica se ha convertido en un elemento diferenciador entre las entidades financieras de manera que éstas tratan de incrementar el nivel de satisfacción de sus clientes cumpliendo con las expectativas que éstos manifiestan. El objetivo de este trabajo es analizar las variables que influyen en la satisfacción de los usuarios de Banca Electrónica e identificar el perfil de los mismos de acuerdo a diferentes variables socio-demográficas, económico-financieras y comportamentales. Finalmente, se establecen una serie de recomendaciones en materia comercial para los segmentos extraídos. ABSTRACT During the last decade national financial systems have undergone a deep transformation that has failed to reduce the high rate of branch banking. One of the most important changes in the sector has been the revolution that has led to the introduction of electronic banking among customers. Electronic Banking has become an element differentiator among financial institutions that they are trying to increase the level of customer satisfaction meeting their expectations that they manifest. The aim of this paper is to analyze the variables that influence the satisfaction of users of electronic banking and to identify their profile according to different socio-demographic, economic, financial and behavioral variables. The paper also establishes a series of recommendations on commercial matters for the extracted segments. &nbsp