Factores que influyen en el uso del dinero electrónico en clientes de retails de Guayaquil
Fecha
2016
Autores
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UNIVERSIDAD DE GUAYQUIL
Resumen
El presente trabajo consistió en analizar factores que inciden en potenciales clientes retails de
Guayaquil, para acceder al uso de dinero electrónico como medio de pago en sus compras
habituales, se realizaron grupos de discusión en dos sesiones donde se obtuvo información
relevante, y como por la falta de conocimiento y comunicación poco efectiva de beneficios
otorgados por este medio de pago crea incertidumbre en los usuarios y evita su uso. En este
sentido se sugieren la aplicación de estrategias de impulso y atracción de clientes para dar a
conocer el servicio que ofrece el sistema de dinero electrónico.
Finalmente, el presente trabajo de investigación de tipo empírica, se basó en las técnicas de focus
gruop y observación a través de estas se llevó a cabo el análisis del comportamiento de los
usuarios de retails y la utilización de medios de pagos, este estudio ha contribuirá de manera
efectiva a los administradores del marketing orientándolos a la formulación de nuevas estrategias
para atraer cliente mediante el uso del dinero electrónico.
This work is to analyze factors influencing potential customers Guayaquil´s retails for access to the use of electronic money as payment for their usual purchases, focus groups were conducted in two sessions where relevant information is obtained and as the lack of knowledge and ineffective communication of benefits granted by this payment creates uncertainty and prevents users use. In this sense the implementation of strategies for promotion and attracting customers are suggested to publicize the service offered by the system of electronic money. Finally, this research empirically type, was based on techniques focus group and observation through these was carried out the analysis of user behavior of retails and use of means of payment, this study will contribute effective marketing managers guiding them to formulate new strategies to attract customers by using electronic money way.
This work is to analyze factors influencing potential customers Guayaquil´s retails for access to the use of electronic money as payment for their usual purchases, focus groups were conducted in two sessions where relevant information is obtained and as the lack of knowledge and ineffective communication of benefits granted by this payment creates uncertainty and prevents users use. In this sense the implementation of strategies for promotion and attracting customers are suggested to publicize the service offered by the system of electronic money. Finally, this research empirically type, was based on techniques focus group and observation through these was carried out the analysis of user behavior of retails and use of means of payment, this study will contribute effective marketing managers guiding them to formulate new strategies to attract customers by using electronic money way.
Descripción
Palabras clave
DINERO ELECTRONICO, MEDIOS DE PAGO, RETAILS, FACTORES DE COMPRA, COMPORTAMIENTO DEL CONSUMIDOR