Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia.
El presente trabajo se basa en una investigación que tiene como objetivo adaptar un modelo teórico que evalúa el brand loyalty y cómo este se aplica a bancos y fintechs financieras en Colombia. Este modelo teórico fue desarrollado por Moolla y Bisschoff en 2010, quienes definen que existen 12 influe...
- Autores:
-
Moreno Guillen, Natalia Alejandra
Gómez Gómez, María Alejandra
- Tipo de recurso:
- Masters Thesis
- Fecha de publicación:
- 2021
- Institución:
- Colegio de Estudios Superiores de Administración
- Repositorio:
- Repositorio CESA
- Idioma:
- spa
- OAI Identifier:
- oai:repository.cesa.edu.co:10726/4396
- Acceso en línea:
- http://hdl.handle.net/10726/4396
- Palabra clave:
- Brand loyalty
Entidades financieras tradicionales
Fintech
Neobanco
658.8342 Comportamiento del consumidor
Comportamiento del consumidor - Investigaciones - Colombia
Preferencias de los consumidores
Servicios bancarios - Aspectos económicos
Instituciones financieras - Innovaciones tecnológicas - Colombia
Tecnología de la información
- Rights
- License
- Acceso restringido
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Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| title |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| spellingShingle |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. Brand loyalty Entidades financieras tradicionales Fintech Neobanco 658.8342 Comportamiento del consumidor Comportamiento del consumidor - Investigaciones - Colombia Preferencias de los consumidores Servicios bancarios - Aspectos económicos Instituciones financieras - Innovaciones tecnológicas - Colombia Tecnología de la información |
| title_short |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| title_full |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| title_fullStr |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| title_full_unstemmed |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| title_sort |
Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. |
| dc.creator.fl_str_mv |
Moreno Guillen, Natalia Alejandra Gómez Gómez, María Alejandra |
| dc.contributor.advisor.spa.fl_str_mv |
van der Woude, David |
| dc.contributor.author.spa.fl_str_mv |
Moreno Guillen, Natalia Alejandra Gómez Gómez, María Alejandra |
| dc.contributor.orcid.none.fl_str_mv |
van der Woude, David [0000-0003-1682-9481] |
| dc.contributor.scopus.none.fl_str_mv |
van der Woude, David [57204114134] |
| dc.subject.spa.fl_str_mv |
Brand loyalty Entidades financieras tradicionales Fintech Neobanco |
| topic |
Brand loyalty Entidades financieras tradicionales Fintech Neobanco 658.8342 Comportamiento del consumidor Comportamiento del consumidor - Investigaciones - Colombia Preferencias de los consumidores Servicios bancarios - Aspectos económicos Instituciones financieras - Innovaciones tecnológicas - Colombia Tecnología de la información |
| dc.subject.ddc.spa.fl_str_mv |
658.8342 Comportamiento del consumidor |
| dc.subject.lemb.spa.fl_str_mv |
Comportamiento del consumidor - Investigaciones - Colombia Preferencias de los consumidores Servicios bancarios - Aspectos económicos Instituciones financieras - Innovaciones tecnológicas - Colombia Tecnología de la información |
| description |
El presente trabajo se basa en una investigación que tiene como objetivo adaptar un modelo teórico que evalúa el brand loyalty y cómo este se aplica a bancos y fintechs financieras en Colombia. Este modelo teórico fue desarrollado por Moolla y Bisschoff en 2010, quienes definen que existen 12 influencias que afectan el brand loyalty en la industria de bienes de consumo masivo. Posteriormente, este modelo es validado por Bisschoff en 2014 en bancos sudafricanos, este ejercicio le permite identificar que 7 de las 12 influencias determinan el brand loyalty en los bancos en Sudáfrica. Por lo tanto, el proceso de validación se centró en aplicar cada una de estas 12 influencias en entidades financieras tradicionales y fintechs en Colombia para validar si el modelo es aplicable y si muestra resultados similares a los del mercado sudafricano. |
| publishDate |
2021 |
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2021-09-13 |
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2022-02-09T12:04:34Z |
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2022-02-09T12:04:34Z |
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Tesis/Trabajo de grado - Monografía – Maestría |
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http://purl.org/coar/resource_type/c_bdcc |
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info:eu-repo/semantics/masterThesis |
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MDM / M815 2021 |
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Service quality and customer’s satisfaction in Tanzania’s Islamic banks. J. Islam. Mark. Korda, A., & Snoj, B. (2010). Development, validity and reliability of perceived service quality in retail banking and its relationship with perceived value and customer satisfaction. Managing Global Transitions. Korgaonkar, P., Lund, D., & Price, B. (1985). structural equations approach toward examination of store attitude and store patronage behavior. Journal of Retailing. Kotler, P., & Keller, K. (2006). Marketing management. London: Prentice-Hall KPMG. (2019). La banca ante las BigTech. Madrid: KMPG. Ladhari, R., Ladhari, I., & Morales, M. (2011). Bank service quality: Comparing Canadian and Tunisian customer. Int. J. Bank Mark Lai, F., Giffin, M., & Babin, B. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research. Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of Internal Consumer Marketing. 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Schueffel, WealthTech: Wealth and Asset Management in the FinTech Age (pág. ix). Charlotte: Information Age Publishing Inc. Seiders, K., Berry, L., & Gresham, L. (2000). Attention, retailers! How convenient is your convenience strategy? Sloan Management Review. Septyani, S. D., & Alversia, Y. (2020). How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media. GATR Journals. Shahid, S. (2019). Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness. Lahore Journal of Business. Sherif, T. E. (30 de Julio de 2020). Las fintechs de crédito: de ‘dobles de riesgo’ a protagonistas del mercado. Obtenido de Forber Colombia: https://forbes.co/2020/07/30/red-forbes/las-fintechs-decredito-de-dobles-de-riesgo-a-protagonistas-del- mercado/ Skan, J., Dickerson, J., & Masood, S. (2015). The Future of Fintech and Banking: Digitally disrupted or reimagined? Accenture. Spieler, M. (2010). Good time or not, brands means profit. Obtenido de http://www.floorbiz.com/BizNews/NPViewArticle.asp?ArticleID=5772 Steward, L. (2010). Difference between brands and branding. Obtenido de http://indiecreatives.com/index.php/2010/11/02/do-you-know-the-difference-between-brand-vsbranding Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services. Todor, R. D. (2016). Marketing automation. Series V: Economic Sciences • Vol. 9 (58) No. 2 Toucinho, A. (February de 2020). How payments drive digital transformation. Journal of Payments Strategy & Systems Volume 14 Number 1, 10-13. TrackMaven. (2020). Brand loyalty. Trassoras, R., Weinsein, A., & Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning. Trassoras, R., Weinsein, A., & Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning. Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioural intentions. Journal of Service Research. Waarden, L. (2008). The influence of loyalty programme membership on customer purchase. European Journal of Marketing, 87-114 Wu, L. (2011). Beyond satisfaction: the relative importance of locational convenience, interpersonal relationships, and commitment across service types. Managing Service Quality. Y.J., L. I. (2018). Fintech: Ecosystem, business, invesment decisions and challenges . Business Horizons, 35-46. |
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van der Woude, David1354acd5-74ad-4043-a864-aa08ff05fd72600Moreno Guillen, Natalia Alejandraeb054e9c-a5f6-499f-9d8a-89c42a359101Gómez Gómez, María Alejandradf6014f7-03c4-494a-900b-242f7d148004van der Woude, David [0000-0003-1682-9481]van der Woude, David [57204114134]Bogotá, D.C. - Colombia20212022-02-09T12:04:34Z2022-02-09T12:04:34Z2021-09-13http://hdl.handle.net/10726/4396MDM / M815 2021reponame:Biblioteca Digital - CESArepourl:https://repository.cesa.edu.co/El presente trabajo se basa en una investigación que tiene como objetivo adaptar un modelo teórico que evalúa el brand loyalty y cómo este se aplica a bancos y fintechs financieras en Colombia. Este modelo teórico fue desarrollado por Moolla y Bisschoff en 2010, quienes definen que existen 12 influencias que afectan el brand loyalty en la industria de bienes de consumo masivo. Posteriormente, este modelo es validado por Bisschoff en 2014 en bancos sudafricanos, este ejercicio le permite identificar que 7 de las 12 influencias determinan el brand loyalty en los bancos en Sudáfrica. Por lo tanto, el proceso de validación se centró en aplicar cada una de estas 12 influencias en entidades financieras tradicionales y fintechs en Colombia para validar si el modelo es aplicable y si muestra resultados similares a los del mercado sudafricano.Introducción ; Planteamiento del problema ; Preguntas de investigación ; Objetivo general ; Objetivos específicos ; Hipótesis ; Estado del arte ; Marco teórico ; Metodología ; Resultados ; Conclusiones ; Limitación del estudio ; ReferenciasMagíster en Dirección de Marketing, CESA.Maestría173 páginasapplication/pdfspaBrand loyaltyEntidades financieras tradicionalesFintechNeobanco658.8342 Comportamiento del consumidorComportamiento del consumidor - Investigaciones - ColombiaPreferencias de los consumidoresServicios bancarios - Aspectos económicosInstituciones financieras - Innovaciones tecnológicas - ColombiaTecnología de la informaciónDefinición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia.Acceso restringidohttp://purl.org/coar/access_right/c_16ecinfo:eu-repo/semantics/acceptedVersionTesis/Trabajo de grado - Monografía – Maestríahttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesishttp://purl.org/redcol/resource_type/TMAaker, D. 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Business Horizons, 35-46.Maestría en Dirección de Marketing - MDMColegio de Estudios Superiores de Administración - CESAORIGINALMDM_1018463131_2021_2.pdfMDM_1018463131_2021_2.pdfapplication/pdf1801517https://repository.cesa.edu.co/bitstream/10726/4396/4/MDM_1018463131_2021_2.pdf4e3c3c8a85aaebe4a597e73b7c9e9d07MD54metadata only accessLICENSElicense.txtlicense.txttext/plain; charset=utf-81872https://repository.cesa.edu.co/bitstream/10726/4396/3/license.txta9bdfa4f42f8a75ea7845ba5df7e9040MD53restricted accessDA_1018463131_2021_2.pdfDA_1018463131_2021_2.pdfapplication/pdf1028081https://repository.cesa.edu.co/bitstream/10726/4396/5/DA_1018463131_2021_2.pdf611891bdf29f7950577f522981d17fb1MD55metadata only accessTHUMBNAILMDM_1018463131_2021_2.pdf.jpgMDM_1018463131_2021_2.pdf.jpgIM Thumbnailimage/jpeg4630https://repository.cesa.edu.co/bitstream/10726/4396/6/MDM_1018463131_2021_2.pdf.jpgffed8a98ee628794892d913ed8352275MD56open access10726/4396oai:repository.cesa.edu.co:10726/43962023-03-06 16:18:18.529metadata only accessBiblioteca Digital - CESAbiblioteca@cesa.edu.co |