Analysis of the Consumer Behavior of the Members of the Savings and Cbkp_redit Cooperatives for the Integration of Electronic Financial Services in the City of Guayaquil

Abstract:

Currently, the use of services that can be marketed online is almost a mandatory strategy that companies must incorporate to generate customer loyalty with the institution. The research deals with the study of the behavior of the members of the Savings and Cbkp_redit Cooperatives regarding the integration of electronic financial services. Cooperatives are autonomous societies that help their members face their economic, social and cultural needs. Specifically, savings and cbkp_redit cooperatives have the function of delivering financial intermediation for the benefit of their customers (Mella & Bravo, 2014). The investigation is exploratory scope and descriptive type whose approach is mixed. There were applied techniques such as:(a) the observation to the cooperatives to evaluate the technological progress of the financial services that currently have;(b) interviews with managers of certain entities of the sector;(c) a focus group to certain actors involved; and (d) a questionnaire of closed questions to members of different savings and cbkp_redit unions in the city of Guayaquil. Among the most important results, the following stand out:(a) 43% use the smartphone to access the internet; and (b) 82% have ever used an electronic financial platform.

Año de publicación:

2019

Keywords:

Fuente:

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