El usuario de la banca por móvil y su comportamiento multicanal

  1. Prodanova, Jana 1
  2. San Martín Gutiérrez, Sonia 1
  3. Jiménez Torres, Nadia Huitzilin 1
  1. 1 Universidad de Burgos

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

II Jornadas de Doctorandos de la Universidad de Burgos: Universidad de Burgos. 10 y 11 de diciembre de 2015
  1. Sarabia Peinador, Luis Antonio (dir.)
  2. Iglesias Río, Miguel Ángel (coord.)

Publisher: Servicio de Publicaciones e Imagen Institucional ; Universidad de Burgos

ISBN: 84-16283-16-8 978-84-16283-18-7 84-16283-18-4

Year of publication: 2015

Pages: 531-540

Congress: Jornadas de Doctorandos de la Universidad de Burgos (2. 2015. Burgos)

Type: Conference paper


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.