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Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia.
| dc.contributor.advisor | van der Woude, David | spa |
| dc.contributor.author | Moreno Guillen, Natalia Alejandra | spa |
| dc.contributor.author | Gómez Gómez, María Alejandra | spa |
| dc.coverage.spatial | Bogotá, D.C. - Colombia | spa |
| dc.coverage.temporal | 2021 | spa |
| dc.date.accessioned | 2022-02-09T12:04:34Z | |
| dc.date.available | 2022-02-09T12:04:34Z | |
| dc.date.created | 2021-09-13 | |
| dc.identifier.uri | http://hdl.handle.net/10726/4396 | |
| dc.description.abstract | El presente trabajo se basa en una investigación que tiene como objetivo adaptar un modelo teórico que evalúa el brand loyalty y cómo este se aplica a bancos y fintechs financieras en Colombia. Este modelo teórico fue desarrollado por Moolla y Bisschoff en 2010, quienes definen que existen 12 influencias que afectan el brand loyalty en la industria de bienes de consumo masivo. Posteriormente, este modelo es validado por Bisschoff en 2014 en bancos sudafricanos, este ejercicio le permite identificar que 7 de las 12 influencias determinan el brand loyalty en los bancos en Sudáfrica. Por lo tanto, el proceso de validación se centró en aplicar cada una de estas 12 influencias en entidades financieras tradicionales y fintechs en Colombia para validar si el modelo es aplicable y si muestra resultados similares a los del mercado sudafricano. | spa |
| dc.description.tableofcontents | Introducción ; Planteamiento del problema ; Preguntas de investigación ; Objetivo general ; Objetivos específicos ; Hipótesis ; Estado del arte ; Marco teórico ; Metodología ; Resultados ; Conclusiones ; Limitación del estudio ; Referencias | spa |
| dc.format.extent | 173 páginas | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.language.iso | spa | spa |
| dc.subject | Brand loyalty | spa |
| dc.subject | Entidades financieras tradicionales | spa |
| dc.subject | Fintech | spa |
| dc.subject | Neobanco | spa |
| dc.subject.ddc | 658.8342 Comportamiento del consumidor | spa |
| dc.title | Definición de las influencias que afectan el brand loyalty en bancos y fintechs financieras en Colombia. | spa |
| dc.rights.accessrights | info:eu-repo/semantics/restrictedAccess | spa |
| dc.subject.lemb | Comportamiento del consumidor - Investigaciones - Colombia | spa |
| dc.subject.lemb | Preferencias de los consumidores | spa |
| dc.subject.lemb | Servicios bancarios - Aspectos económicos | spa |
| dc.subject.lemb | Instituciones financieras - Innovaciones tecnológicas - Colombia | spa |
| dc.subject.lemb | Tecnología de la información | spa |
| dc.identifier.local | MDM / M815 2021 | spa |
| dc.rights.local | Acceso restringido | spa |
| dc.type.version | info:eu-repo/semantics/acceptedVersion | |
| dc.description.degreename | Magíster en Dirección de Marketing, CESA. | spa |
| dc.identifier.reponame | reponame:Biblioteca Digital - CESA | spa |
| dc.identifier.repourl | repourl:https://repository.cesa.edu.co/ | |
| dc.description.abstractenglish | ||
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| dc.description.degreelevel | Maestría | spa |
| dc.publisher.program | Maestría en Dirección de Marketing - MDM | spa |
| dc.publisher.grantor | Colegio de Estudios Superiores de Administración - CESA | spa |
| dc.type.local | Tesis/Trabajo de grado - Monografía – Maestría | spa |
| dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | |
| dc.contributor.orcid | van der Woude, David [0000-0003-1682-9481] | |
| dc.type.driver | info:eu-repo/semantics/masterThesis | |
| dc.type.redcol | http://purl.org/redcol/resource_type/TM | |
| dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa | |
| dc.contributor.scopus | van der Woude, David [57204114134] |
