Percepción de la oferta del portafolio de servicios digitales desde la banca móvil para estudiantes universitarios de los programas de ciencias económicas y administrativas en la ciudad de Bogotá
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Date
2022-08
Authors
Vargas Buitrago, Dina Marcela
Gutiérrez Grosso, Diana Marcela
Advisors
López Rodríguez, Campo Elías
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
Para las entidades financieras es importante conocer el nivel de satisfacción que tienen los usuarios en cuanto al uso y manejo de los servicios de la banca móvil, con el fin de lograr identificar y segmentar a sus usuarios, y de esta manera poder realizar estrategias las cuales le permitan adecuar sus portafolio y mejorar sus canales de información, por ello el objetivo de esta investigación es medir la percepción de la oferta del portafolio de servicios digitales desde la banca móvil para estudiantes universitarios de los programas de ciencias económicas y administrativas en la ciudad de Bogotá. Para alcanzar este objetivo se realizó un análisis descriptivo tipo cuantitativo, ya que se llevaron a cabo estudios probabilísticos, así mismo se realizó la prueba de chi-cuadrado de Pearson. Dentro de los resultados colectados se evidencia que la población objetivo de este estudio denota un gran interés por los servicios de banca móvil, sin embargo algunas personas manifiestan no sentirse seguras al trasmitir su información bancaria por este tipo de servicios, también indican que el portafolio de servicios de banca móvil debería ser más amplio permitiendo realizar diferentes tipos de transacciones y llegando a más personas que aún no hacen uso de este tipo de servicios.
For financial institutions it is important to know the level of satisfaction that users have in terms of the use and management of mobile banking services, in order to identify and segment their users, and in this way be able to carry out strategies which allow them to adapt their portfolio and improve their information channels, Therefore, the objective of this research is to measure the perception of the offer of the portfolio of digital services from mobile banking for university students of the economic and administrative sciences programs in the city of Bogotá. To achieve this objective, a quantitative descriptive analysis was carried out, since probabilistic studies were carried out, as well as Pearson's chi-square test. Within the results collected it is evident that the target population of this study shown us a great interest in mobile banking services, however some people say they do not feel safe when convey their banking information for this type of services, they also indicate that the portfolio of mobile banking services should be broader allowing different types of transactions and reaching more people who do not yet make use of this type of services
For financial institutions it is important to know the level of satisfaction that users have in terms of the use and management of mobile banking services, in order to identify and segment their users, and in this way be able to carry out strategies which allow them to adapt their portfolio and improve their information channels, Therefore, the objective of this research is to measure the perception of the offer of the portfolio of digital services from mobile banking for university students of the economic and administrative sciences programs in the city of Bogotá. To achieve this objective, a quantitative descriptive analysis was carried out, since probabilistic studies were carried out, as well as Pearson's chi-square test. Within the results collected it is evident that the target population of this study shown us a great interest in mobile banking services, however some people say they do not feel safe when convey their banking information for this type of services, they also indicate that the portfolio of mobile banking services should be broader allowing different types of transactions and reaching more people who do not yet make use of this type of services
Description
Caracterizar la percepción de la oferta del portafolio de servicios digitales desde la banca móvil para estudiantes universitarios de los programas de ciencias económicas y administrativas en la ciudad de Bogotá
Keywords
Gerencia Financiera, Servicios Digitales, Banca Móvil, Portafolio de Servicios, Estudiantes Universitarios, Financial Management, Service Portfolio, Mobile Banking