Efecto de la Experiencia del Cliente en la Equidad de Marca en la Banca Digital
DOI:
https://doi.org/10.35319/zf9nqj74Palabras clave:
Experiencia de usuario, Experiencia de cliente, Experiencia de marcaResumen
Entender la experiencia del consumidor y su relación con la experiencia de marca nunca ha sido tan importante. En este trabajo se analiza esta relación que guarda el UX, CX y BX respecto al servicio de la banca digital en el departamento de Cochabamba - Bolivia. El propósito del presente trabajo es brindar las variables que tienen impacto en la experiencia del cliente en cuanto al uso la banca digital en nuestro medio, con el fin de observar su impacto en las marcas de los bancos que brindan este servicio. El trabajo utiliza el modelo elaborado por Hye-jin Lee, Katie Ka-hyun Lee y Junho Choi (2018), que conecta la experiencia del cliente, experiencia del consumidor y la experiencia con la marca.
Descargas
Referencias
Aaker, D. A. (1995). Building Strong Brands | Book by David A. Aaker | Official Publisher Page | Simon & Schuster (Simon & Schuster (ed.)). https://www.simonandschuster.com/books/Building-Strong-Brands/David-A-Aaker/9780029001516
Aaker, D. D. (2016, September 21). Brand Equity vs. Brand Value: What’s the Difference? | Aaker on Brands. What’s the Difference Between Brand Equity & Brand Value?
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
ASOBAN, A. de B. P. de B. (2020). Reporte departamental eje trocal al 31/12/2020 - Año 5, No.57.
Autoridad de Supervisión del Sistema Financiero. (2019). Informe de Resultados de la Encuesta Nacional de Servicios Financieros 2019. https://doi.org/10.18356/65ce0c75-es
Autoridad de Supervisión del Sistema Financiero (2020). Cobertura geográfica de servicios financieros Al 30 de septiembre de 2020.
Banco Central de Bolivia, B. (2020). Informe de Vigilancia del Sistema de Pagos 2020. https://www.bcb.gob.bo/webdocs/publicacionesbcb/2021/04/33/SISTEMA_DE_PAGOS_2020.pdf
Bennett, R., Härtel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97–107. https://doi.org/10.1016/j.indmarman.2004.08.003
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137. https://doi.org/10.1177/0092070300281012
Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446–458. https://doi.org/10.1057/bm.2009.37
Bontis, N., Booker, L. D., & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9), 1426–1445. https://doi.org/10.1108/00251740710828681
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Citigroup Inc. (2020). Citi Named World’s Best Digital Bank 2020 by Global Finance Magazine. Citi Named World’s Best Digital Bank 2020 by Global Finance Magazine. https://www.citigroup.com/citi/news/2020/201202a.htm
Dewey, J. (1934). Art as an Experience. Pragmatism Critical Concepts in Philosophy. https://books.google.com/books?id=nucCDrp4kl0C&printsec=frontcover#v=onepage&q&f=false
Dewey, J. (1986). Experience and education. Educational Forum, 50(3), 242–252. https://doi.org/10.1080/00131728609335764
Dodds, W. B., Monroe, K. B., Grewal, D., Dodds, B., & Monroe, B. (1991). Effect of Price, Brand, and Store Information Buyers ’ Evaluations. 28(3), 307–319.
Empresa De Comunicación Social El Deber S.A. (2020a, April 20). Banco Mercantil Santa Cruz registra un promedio de 100.000 transacciones al día; el 95% son digitales | EL DEBER. https://eldeber.com.bo/economia/banco-mercantil-santa-cruz-registra-un-promedio-de-100000-transacciones-al-dia-el-95-son-digitales_175563
Empresa De Comunicación Social El Deber S.A. (2020b, October 7). La banca online ofrece ahorro de tiempo, dinero y mayor seguridad| EL DEBER. La Banca Online Ofrece Ahorro de Tiempo, Dinero y Mayor Seguridad. https://eldeber.com.bo/dinero/la-banca-online-ofrece-ahorro-de-tiempo-dinero-y-mayor- seguridad_203503
Empresa De Comunicación Social El Deber S.A. (2020c, November 4). Transferencias de banca en línea suben un 55% con respecto a 2019 | EL DEBER. https://eldeber.com.bo/edicion-impresa/transferencias-de-banca-en-linea-suben-un-55-con- respecto-a-2019_207133
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co- create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Ghose, K. (2007, April 24). The strength of the brand value chain is the strength of the brand anchor K Ghose Proceedings of Thought Leaders International Conference on Brand Management . https://www.researchgate.net/publication/237196737_The_strength_of_the_brand_value_chain_is_the_strength_of_the_brand_anchor_K_Ghose_Proceedings_of_Thought_Leaders_International_Conference_on_Brand_Management
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352. https://doi.org/10.1016/S0022-4359(99)80099-2
Hiltunen, M., Laukka, M., & Luomala, J. (2002). Professional Mobile User Experience (IT Press (ed.)). https://www.abebooks.com/9789518265026/Professional-Mobile-User-Experience-Mika-951826502X/plp
Kim, D. J., & Constantinos K. Coursaris. (2011). A Meta-Analytical Review of Empirical Mobile Usability Studies. A Meta-Analytical Review of Empirical Mobile Usability Studies, 6(3), 117–171.
Kim, J. (2015). Design for Experience Where Technology meets Design and Strategy. In Lirmm.Fr.
Klaus, P. (2015). Measuring customer experience. In Quality Progress (Vol. 46, Issue 12).
Law, E. L. C., Van Schaik, P., & Roto, V. (2014). Attitudes towards user experience (UX) measurement. International Journal of Human Computer Studies, 72(6), 526–541. https://doi.org/10.1016/j.ijhcs.2013.09.006
Lee, H., Ka-hyun Lee, K., & Choi, J. (2018). A Structural Model for Unity of Experience: Connecting User Experience, Customer Experience, and Brand Experience. Journal of Usability Studies, 14(1), 8–34.
Park, J., Han, S. H., Kim, H. K., Cho, Y., & Park, W. (2011). Developing elements of user experience for mobile phones and services: Survey, interview, and observation approaches. Human Factors and Ergonomics In Manufacturing, 23(4), 279–293. https://doi.org/10.1002/hfm.20316
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30. https://doi.org/10.1108/03090569610106626
Rondeau, D. B. (2005). For Mobile Applications, Branding is Experience: Exploring the intricacies of the relationship between branding and the design of mobile applications. Communications of the ACM, 48(7), 61–66.
Sauro, J., & Zarolia, P. (2017). SUPR-Qm: A Questionnaire to Measure the Mobile App User Experience. Journal of Usability Studies, 13(1), 17–37.
Schmit, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Experiental Marketing, 60.
Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139–146. https://doi.org/10.1016/j.ijinfomgt.2011.11.017
Tarafdar, M., & Zhang, J. (2007). Determinants of reach and loyalty - A study of website performance and implications for website design. Journal of Computer Information Systems, 48(2), 16–24. https://www.researchgate.net/publication/256294602_Determinants_of_Reach_and_Loyalty_-_A_Study_of_Website_Performance_and_Implications_for_Website_Design
The Institute of International Finance, & Deloitte. (2020). COVID-19 catalyzes and accelerates transformation. In Realizing the Digital Promise: COVID-19 Catalyzes and Accelerates Transformation in Financial Services. https://www.bharian.com.my/bisnes/lain-lain/2018/04/412462/transformasi-digital-pks-masih-kurang-memuaskan
The International Organization for Standardization. (2020). ISO 9241- 110:2020(en), Ergonomics of human-system interaction — Part 110: Interaction principles. Rgonomics of Human-System Interaction — Part 110: Interaction Principles. https://www.iso.org/obp/ui/#iso:std:iso:9241:-110:ed-2:v1:en
Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: A brand-equity perspective. In Internet Research (Vol. 22, Issue 2, pp. 142–179). https://doi.org/10.1108/10662241211214548
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, W. S., Lee, Y., & Park, J. K. (2010). The role of interactivity in e- tailing: Creating value and increasing satisfaction. Journal of Retailing and Consumer Services, 17(2), 89–96. https://doi.org/10.1016/j.jretconser.2009.10.003
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Descargas
Publicado
Número
Sección
Licencia
Derechos de autor 2022 Revista Perspectivas
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
La Revista Perspectivas de la Universidad Católica Boliviana, es una revista de acceso abierto, por lo tanto, es de libre acceso en su integridad. Está permitida su lectura, búsqueda, descarga, distribución y reutilización legal en cualquier tipo de soporte únicamente para fines no comerciales, siempre y cuando la obra sea debidamente citada.
