Experiencia del cliente y determinantes de la adopción de la banca omnicanal en Honduras
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Abstract
Cada disrupción tecnológica trastoca el panorama de las instituciones bancarias y las obliga a redefinir sus estrategias de negocio para cumplir con las expectativas de los clientes. Estas estrategias implican la unificación y homologación de los canales físicos, digitales, propios y de terceros, por lo cual se requiere el conocimiento del modelo omnicanal. El estudio analiza, mediante el modelo PLS-SEM, cómo el riesgo percibido y compatibilidad percibida son determinantes de la experiencia del cliente en la adopción de la banca omnicanal en Honduras. La investigación es de tipo exploratoria de corte transversal, mediante la que se valida una escala de medida con una muestra de 299 clientes. Los resultados finales revelan la necesidad del despliegue de estrategias que garanticen la consistencia de la experiencia omnicanal para que el cliente no encuentre diferencias al explorar contenidos, al entrar en contacto con el servicio al cliente brindado en cada canal, en la calidad de los productos y servicios así como el desempeño de los mismos. En este sentido, es prioritario que la información capturada en cada canal, sea utilizada e integrada al resto de canales, de tal manera que la experiencia en el uso de canales sea flexible y sinérgica y con ello aumentar la adopción de la banca omnicanal.
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