Del cajero al algoritmo: Experiencia de marca en aplicaciones bancarias en México
DOI:
https://doi.org/10.54167/ejbei.v2i2.1959Palabras clave:
Experiencia de Marca, Aplicaciones Bancarias, Boca a Boca, Modelo de Aceptación de la Tecnología, PLS-SEMResumen
Este estudio analiza las relaciones entre utilidad percibida, facilidad de uso, confianza e influencias sociales como antecedentes de la experiencia en las aplicaciones de marca, y ésta a su vez en el boca a boca en el contexto del sector bancario en México. Para ello se ha utilizado una muestra de 148 usuarios de aplicaciones bancarias, realizando el análisis mediante PLS-SEM. Los resultados muestran un impacto positivo y significativo de la utilidad percibida en la experiencia de la aplicación de marca bancaria y a su vez en el WOM, y así mismo, permiten comprender el papel de las aplicaciones de marca como parte del Customer Journey en las empresas e identificar las variables a considerar para generar una buena experiencia.
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