Criterios de selección de cuentas de ahorro digitales para la banca personas en Colombia

Selection criteria for digital savings accounts for personal banking in Colombia

dc.contributorRobayo Pinzón, Oscar Javier
dc.creatorPeñuela Sierra, Juan Camilo
dc.date2021-07-09T15:30:58Z
dc.date2021-07-09T15:30:58Z
dc.date2020-04-30
dc.date.accessioned2023-08-28T19:26:59Z
dc.date.available2023-08-28T19:26:59Z
dc.identifierhttp://hdl.handle.net/10823/2834
dc.identifierinstname:Politécnico Grancolombiano
dc.identifierreponame:Alejandría Repositorio Comunidad
dc.identifierrepourl:http://alejandria.poligran.edu.cos
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/8463242
dc.descriptionLas cuentas de ahorro digitales (CAD) son un instrumento de captación financiero, las cuales han aparecido en el mercado colombiano en los últimos años, con diversas ofertas de valor desde bancos, billeteras móviles, u otros nuevos modelos de negocio; este tipo de producto al ser transaccional, contempla una infraestructura costosa, por ende es necesario explorar las variables determinantes en la elección de este producto por parte del consumidor financiero, de tal manera que las entidades financieras puedan enfocar sus esfuerzos en estas variables y dimensiones y sobre ellas diseñar una oferta de valor en sus productos de ahorro digitales . El objetivo de la investigación consiste en identificar los criterios de selección y su relación con la intención de compra de una cuenta de ahorro digital. Se aplicó una metodología cuantitativa con un enfoque descriptivo – correlacional. Los hallazgos proporcionan una visión exploratoria en la identificación de las relaciones significativas pero débiles en tres constructos con la intención de compra: la entrega de servicio, la reputación del banco y la relación entre precio y costo, teniendo las dos primeras un efecto directo, en tanto que la última evidencia un efecto indirecto.
dc.descriptionDigital savings accounts (CAD) are an instrument of financial capture, which have appeared in the Colombian market in recent years, with various value offers from banks, mobile wallets, or other new business models; This type of product, being transactional, contemplates a costly infrastructure, therefore it is necessary to explore the determining variables in the choice of this product by the financial consumer, in such a way that financial institutions can focus their efforts on these variables and dimensions and on them design a value offer in their digital savings products. The objective of the research is to identify the selection criteria and their relationship with the purchase intention of a digital savings account. A quantitative methodology was applied with a descriptive - correlational approach. The findings provide an exploratory vision in the identification of significant but weak relationships in three constructs with purchase intention: service delivery, bank reputation and the relationship between price and cost, the first two having a direct effect, on so much so that the latter shows an indirect effect.
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dc.languagespa
dc.publisherMaestría en Gerencia Estratégica de Mercadeo
dc.publisherFacultad de Sociedad, Cultura y Creatividad
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dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightsAtribución-NoComercial-SinDerivadas 2.5 Colombia
dc.subjectTrabajo de Grado - Maestría
dc.subjectCuenta Ahorro Digital
dc.subjectIntención de Compra
dc.subjectBanca Digital
dc.subjectComportamiento del Consumidor
dc.subjectBanca Virtual
dc.subjectInnovaciones Tecnológicas
dc.subjectEstrategias de Mercadeo
dc.subjectComportamiento del Consumidor
dc.subjectDegree Work - Master
dc.subjectDigital Savings Account
dc.subjectPurchase intent
dc.subjectDigital banking
dc.subjectConsumer behavior
dc.titleCriterios de selección de cuentas de ahorro digitales para la banca personas en Colombia
dc.titleSelection criteria for digital savings accounts for personal banking in Colombia
dc.typeTesis/Trabajo de grado - Monografía - Maestría
dc.typeinfo:eu-repo/semantics/masterThesis
dc.typehttp://purl.org/coar/resource_type/c_bdcc
dc.typeinfo:eu-repo/semantics/acceptedVersion
dc.typehttps://purl.org/redcol/resource_type/TM
dc.typeinfo:eu-repo/semantics/draft
dc.coverageBogotá D.C.


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