Calidad del servicio percibida por clientes de entidades bancarias de Castilla y León y su repercusión en la satisfacción y lealtad a la misma

José Ángel Miguel Dávila, Marcela Flórez Romero

Resumen


El propósito de la investigación está enmarcado en el estudio de la calidad del servicio que prestan las entidades bancarias. El objetivo de la investigación ha sido el de identificar los factores que determinan la calidad del servicio que perciben los clientes de las entidades bancarias de Castilla y León, y de cómo la calidad influye en su satisfacción. Así mismo, se trata también de identificar cómo la satisfacción de los clientes por el servicio prestado afecta a su lealtad hacia la entidad.
Mediante un análisis factorial de componentes principales, se encontraron los factores que influyen en la calidad: i) aspectos físicos (estructura física, ubicación conveniente, equipamiento moderno, vigilancia, aspecto limpio, etc.); ii) aspectos de la prestación del servicio (operaciones y servicios convencionales que realiza y ofrece la entidad, confianza y conocimiento que transmite el personal, atención personalizada, tiempos de respuesta, reputación de la entidad); y iii) nuevas tecnologías (cajeros, Internet o banca telefónica). Posteriormente, los resultados del modelo de ecuaciones estructurales, muestran una gran influencia de los aspectos de la prestación del servicio en la calidad del servicio, así como la demostración de la calidad como antecedente de la satisfacción y la influencia que ejerce la calidad en la satisfacción y ésta en la lealtad del cliente a la entidad bancaria.

The aim of this paper is to analyze the quality of the services offered by banking entities. The objective of the research has been to identify the key factors determining the service quality as perceived by the clients of banking entities in Castilla y León; it is important to note the way in which quality influences the customers' satisfaction. Others goals of the research focus on how the clients' satisfaction on the perceived service affects their loyalty to the entity.
Through a factor analysis of the main components, the key features influencing quality were found: i) physical aspects (physical structure, conveniente location, modern equipment, etc.), ii) aspects of service's performance (conventional operations and services which the bank offers and performs, personalized service, reputation of the entity, etc.), and iii) new technologies (cash dispenser, internet or phone banking). Afterwards, the results of the structural equations model indicate a great influence of the aspects of service's performance in the service quality. They also demonstrate that quality appears as an antecedent of satisfaction and that there is an influence of quality in satisfaction and of satisfaction in the loyalty of the customer to the banking entity.

Palabras clave


Calidad del servicio; Satisfacción; Lealtad; Ecuaciones estructurales; Sector bancario; Service quality; Satisfaction; Loyalty; Structural equations; Banking sector

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Referencias


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DOI: http://dx.doi.org/10.18002/pec.v0i2008.790

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