VALOR DE MARCA EN LAS APLICACIONES DE M-BANKING EN LOS USUARIOS ECUATORIANOS

Resumen

Este artículo presenta un modelo teórico que examina el impacto de la fidelidad en el contexto de dispositivos móviles y su relación con aplicaciones bancarias, investigando cómo factores como la competencia, la benevolencia y la integridad influyen en la fidelidad hacia una marca de las aplicaciones de m-banking. La metodología empleada en este estudio incluye la distribución de un cuestionario a los usuarios de servicios bancarios móviles, utilizando la técnica PLSSEM. Los resultados obtenidos revelan una correlación directa y positiva entre la competencia, la benevolencia y la integridad, y la lealtad hacia la marca, la cual, influye más el espectro de integridad. Además, la investigación valida la existencia de un vínculo directo y significativo entre la confianza y la fidelidad a la marca. Los autores atribuyen la falta de relevancia directa de este último factor al desconocimiento del entorno de operaciones en línea.

Palabras clave:  M-banking, Aplicaciones móviles, Valor de marca, Lealtad, Confianza.

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