Diseño del perfil del consumidor de servicios financieros electrónicos de las cooperativas de ahorro y crédito en la ciudad de Guayaquil, año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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La presente investigación busca diseñar el perfil del consumidor de servicios financieros electrónicos de las Cooperativas de Ahorro y Crédito en la ciudad de Guayaquil, mediante la descripción de variables geográficas, demográficas, psicográficas y conductuales que permiten establecer una segmentación de mercado más específica. El estudio se conforma de dos tipos de investigación: descriptiva con enfoque cuantitativo a través de encuestas que fueron realizadas a 384 socios de diferentes cooperativas de ahorro y crédito, y exploratoria con enfoque cualitativo mediante entrevistas a gerentes, un grupo focal constituido por 10 socios y la observación no participativa realizada a sitios web de las instituciones financieras en estudio.
Los resultados muestran cómo el comportamiento del consumidor de servicios financieros electrónicos ha sufrido modificaciones especialmente en su relación con la Cooperativa de Ahorro y Crédito pasando del cliente tradicional a adoptar metodologías y procesos apoyados en la tecnología para optimizar recursos. Los servicios interactivos fomentan una nueva forma de relación entre un cliente y una institución financiera los cuales pueden adoptar diversas aplicaciones dependiendo del área a la cual pertenezcan. Las afirmaciones de los gerentes entrevistados apuntan que la aplicación de nuevas tecnologías permitirá a las cooperativas otorgar un conjunto de beneficios a sus socios. A pesar de todo, los socios cada vez desarrollan actitudes positivas hacia las plataformas financieras, pero también perciben el valor añadido de la interacción personal, lo que no descarta que el socio continúe visitando la sucursal de la entidad.
The present research seeks to design the profile of consumers of electronic financial services of savings and credit cooperatives in Guayaquil, through the description of geographic, demographic, psychographic and behavioral variables that allow establishing a more specific market segmentation. The study consists of two types of research: descriptive with a quantitative approach through surveys that were conducted to 384 members of different savings and credit cooperatives, and exploratory with a qualitative approach through interviews with managers, a focus group made up of 10 partners and non-participatory observation made to websites of the financial institutions under study. The results show how the behavior of the consumer has undergone changes especially in its relationship with the savings and credit cooperative moving from the traditional client to adopting methodologies and processes supported by technology to optimize resources. Interactive services foster a new form of relationship between a client and a financial institution which can adopt different applications depending on the area to which they belong. The statements of the managers interviewed suggest that the application of new technologies will allow cooperatives to grant a set of benefits to their members. In spite of everything, the partners increasingly develop positive attitudes towards financial platforms, but they also perceive the added value of personal interaction, which does not preclude the member from continuing to visit the entity's branch.
The present research seeks to design the profile of consumers of electronic financial services of savings and credit cooperatives in Guayaquil, through the description of geographic, demographic, psychographic and behavioral variables that allow establishing a more specific market segmentation. The study consists of two types of research: descriptive with a quantitative approach through surveys that were conducted to 384 members of different savings and credit cooperatives, and exploratory with a qualitative approach through interviews with managers, a focus group made up of 10 partners and non-participatory observation made to websites of the financial institutions under study. The results show how the behavior of the consumer has undergone changes especially in its relationship with the savings and credit cooperative moving from the traditional client to adopting methodologies and processes supported by technology to optimize resources. Interactive services foster a new form of relationship between a client and a financial institution which can adopt different applications depending on the area to which they belong. The statements of the managers interviewed suggest that the application of new technologies will allow cooperatives to grant a set of benefits to their members. In spite of everything, the partners increasingly develop positive attitudes towards financial platforms, but they also perceive the added value of personal interaction, which does not preclude the member from continuing to visit the entity's branch.
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PERFIL DEL CONSUMIDOR, SERVICIOS FINANCIEROS ELECTRÓNICOS, SEGMENTACIÓN DE MERCADO, COOPERATIVAS