MEDIACIÖN DE LA LEALTAD DE LOS ESTUDIANTES UNIVERSITARIOS DE POSTGRADO DE LA UCSG EN LOS SERVICIOS BANCARIOS ONLINE DEL ECUADOR

Abstract

The general objective of this research was to measure the loyalty of postgraduate students at the Catholic University of Santiago de Guayaquil (UCSG) in online banking services. In this context, the work was divided into three parts, where the problem that some institutions have when measuring the loyalty of their clientele is identified; then a compilation of the theoretical foundations was made that allow identifying those concepts that are related to loyalty, electronic commerce and the experiences that some researchers have had on this topic. Finally, a descriptive-type field study was carried out, in which the population under study were the graduate students of the UCSG to obtain data on their behavior pattern and establish those factors that are related to the experience they have had with the online banking services. Among the most outstanding results, it was determined that 55% frequently use online services for the revision of their bank account due to the convenience of making inter-bank transfers and consulting account statements from anywhere. However, 61% feel partially safe from the guarantees offered by financial institutions for the protection of confidential information such as fraud or theft of money