Comportamiento de lealtad de clientes en los segmentos identificados en la Banca Universal

Abstract

Ante la creciente competencia e incertidumbre que caracteriza al actual sector financiero, la gerencia de la banca universal posee como uno de sus principales objetivos estrategicos la retencion de su cartera de clientes. Sin embargo, ha prevalecido en su forma de gestion la filosofia transaccional, donde el centro de las estrategias desarrolladas ha estado en la oferta de productos o servicios financieros mas que en los clientes. La presente investigacion fundamentada en la filosofia relacional como forma de gestionar las organizaciones, ha sido disenada con un enfoque cuantitativo, de tipo documental y de campo, basada en un muestreo probabilistico. En esta se realiza un analisis del comportamiento de lealtad de los clientes pertenecientes a la banca universal del Municipio Libertador del estado Merida, partiendo de una segmentacion basada en la lealtad. En este sentido, se estudia cada segmento en funcion de las dimensiones satisfaccion y compromiso de los clientes con su entidad financiera principal, considerando sus diversos elementos, asi como las correlaciones existentes. Se presenta un analisis estadistico descriptivo que permite comprender la caracterizacion de cada segmento de lealtad identificado lo que representa un valioso fundamento para tomar importantes decisiones a nivel gerencial y mejorar el desempeno de la organizacion y sus relaciones con los clientes. Palabras Claves Retencion de clientes, Lealtad, Satisfaccion, Compromiso Abstract Loyalty behavior of customers in the segments identified in the Universal Banking. With growing competition and uncertainty that characterizes the current financial sector, management of universal banking has as one of its main strategic objectives retain their customer base. However, it has prevailed in its management a transactional philosophy, where the center of the strategies has been to offer financial products or services rather than customers. This research based on relational philosophy as a way of managing organizations, has been designed with a quantitative approach, documentary and field, based on probability sampling. In this, an analysis of the behavior of customer loyalty on universal banks belonging to the municipality of Libertador, Merida state, based on a loyalty segmentation. In this sense, it examines each segment based on the dimensions of satisfaction and commitment that customers have with their main financial institution, considering its various elements, as well as correlations. It presents a descriptive statistical analysis to understand the characterization of each loyalty segment identified, which is a valuable basis for making important decisions at the management level and improve the performance of the organization and its relationships with customers. Key Words Customer retention, Loyalty, Satisfaction, Commitment