El usuario de la banca por móvil y su comportamiento multicanal
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Universidad de Burgos
info
- Luis Antonio Sarabia Peinador (dir.)
- Miguel Ángel Iglesias Río (coord.)
Publisher: Servicio de Publicaciones e Imagen Institucional ; Universidad de Burgos
ISBN: 84-16283-16-8
Year of publication: 2015
Pages: 531-540
Congress: Jornadas de Doctorandos de la Universidad de Burgos (2. 2015. Burgos)
Type: Conference paper
Abstract
The multichannel strategy adoption in the last decade has increased its frequency, especially in the high-involvement services supply, such in the banking sector, providing different possibilities for clients in sense of an easier access to a variety of services. One aspect that potentiated this issue was the new technologies adoption, making available for banking customers the services offer customization in each channel in which banks operate: offices, ATMs, Internet banking and mobile banking. In this study it is presented a description of the Spanish bank clients and their behavior in different banking channels, based on information collected from 2008 mobile banking clients. A highlight on the mobile banking channel is made, and professional and managerial recommendations are provided.