El presente y el futuro de la banca por móvil según los usuarios españoles de banca

  1. Jana Prodanova
  2. Sonia San-Martín
  3. Nadia Jiménez
Revue:
Universia Business Review

ISSN: 1698-5117

Année de publication: 2015

Número: 46

Pages: 94-117

Type: Article

D'autres publications dans: Universia Business Review

Résumé

La aplicación de las nuevas tecnologías en el sector bancario ha mostrado grandes avances últimamente, introduciendo nuevos canales en el entorno multicanal. Uno de estos canales recientes es la banca por móvil. Utilizando datos de 2008 clientes de banca, presentamos una caracterización del consumidor español de banca por móvil, describiendo su percepción y preferencias respecto a los servicios de este canal, proponiendo recomendaciones profesionales prácticas, lo cual hace que este estudio sea único y relevante en España.

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