Influencia de la calidad del servicio de la Banca Móvil en la lealtad del cliente. Egresados de la Universidad de Cuenca. (Caso de estudio Banco Pichincha)

Abstract

The present article aims to study the components of the service quality of Banco del Pichincha's mobile banking and how these influence the loyalty of students who have completed the curriculum within the period from February 2018 to February 2023 in the faculties of Economic and Administrative Sciences, Engineering and Medical Sciences at the University of Cuenca. The objective is to understand the elements that are considered main in mobile banking, so that the customer to be satisfied with the service offered by it. To achieve this, we seek to understand under what circumstances they tend to use the application, as well as users' perceptions regarding the visual interface and online integrity that compose it. Additionally, the intention is to determine the influence of these elements on the quality of service, the level of satisfaction, and how the latter allows the financial institution to generate loyalty in its customers. The obtained results allow us to understand whether the usage situation and the components of the visual interface and online integrity contribute to perceiving a quality service, thus increasing or decreasing satisfaction levels. Therefore, the statistical analyses used are aimed at understanding the level of association and strength of these variables, as well as the probability of occurrence for each model.