Customer experience and determinants of ominichannel banking adoption in Honduras
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Each technological disruption changes the landscape of banking institutions and forces them to redefine their business strategies to meet customer expectations. These strategies involve the unification and standardization of physical, digital, proprietary and third-party channels, which requires knowledge of the omnichannel model. The study analyzes, through the PLS-SEM model, how perceived risk and perceived compatibility are determinants of customer experience in the adoption of omnichannel banking in Honduras. The research is an exploratory cross-sectional study, through which a measurement scale was validated with a sample of 299 customers. The final results revealed the need to deploy strategies that guarantee the consistency of the omnichannel experience so that the customer does not find differences when exploring content, when coming into contact with the customer service provided in each channel, in the quality of products and services as well as their performance. In this sense, it is a priority that the information captured in each channel is used and integrated to the rest of the channels, so that the experience in the use of channels is flexible and synergistic and thus increase the adoption of omnichannel banking.
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