Actitudes de los clientes y limitaciones percibidas en relación con los servicios de banca electrónica: una encuesta en Albania
- Armelina Lila
, - Christian Tanushev
Resumen
La relevancia del estudio viene determinada por la necesidad de identificar el nivel de satisfacción de los clientes de los bancos en Albania y las limitaciones percibidas que dificultan el desarrollo de los servicios electrónicos. El objetivo del trabajo es el análisis de la percepción que tienen los clientes de los servicios de banca electrónica, los problemas para garantizar la satisfacción de los clientes y la elaboración de propuestas para su mejora. El enfoque metodológico gira en torno a varios componentes clave: el escrutinio de datos estadísticos relativos a los servicios bancarios, la realización de análisis bidireccionales para explorar las interacciones entre variables, la administración de encuestas para recabar la percepción de los usuarios, la utilización de métodos gráficos para visualizar los resultados y el empleo de técnicas de generalización para resumir los resultados de la investigación. El análisis del desarrollo del sistema bancario de Albania, que mostró una expansión significativa de los servicios electrónicos para los clientes, un aumento significativo de la parte de las transferencias electrónicas en su número total durante 2010-2022. Una encuesta entre los clientes de los bancos mostró que la disponibilidad y la flexibilidad de los servicios de banca electrónica son los atributos más importantes de su calidad; sin embargo, hay un impacto de las limitaciones percibidas en el aumento del número de usuarios de banca electrónica y se ha demostrado la necesidad de mejorar el servicio al cliente. A pesar de la facilidad y rapidez de las transacciones, la reducción de costes y el ahorro de tiempo, los clientes no califican la banca electrónica como un servicio de alta calidad y demuestran un conocimiento insuficiente de estos servicios. Se corrobora la necesidad de mejorar la comunicación con los clientes y reducir el coste o realizar transacciones bancarias electrónicas básicas de forma gratuita. Los resultados y conclusiones tienen importancia práctica para el desarrollo de la política financiera y crediticia del Gobierno de Albania en la proyección del uso de las tecnologías electrónicas, para los gestores
bancarios en la planificación y comercialización de los servicios bancarios.
Palabras clave
Internet services, banking institutions, information and communication technologies, user behaviour, satisfaction with product quality, Albania
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