La variabilidad del modelo molecular en comparación con servicios de App de banca móvil frente a una agencia física, vinculado a la disponibilidad del servicio. Caso de estudio: Banco Pichincha y Banco Guayaquil

Abstract

Digitization plays a crucial role in transforming consumer attitudes towards financial institutions. This behavior will continue to grow owing to the convenience of digital media. In this context, companies must adapt to consumer needs and leverage digital opportunities to maintain competitiveness in the market. This study investigates the variability between the molecular model and the services provided through the mobile app compared to the physical branches of two prominent banks, Banco Pichincha, and Banco Guayaquil, during the period March – July 2023. The aim is to analyze these differences by considering usage scenarios and service availability. A mixed design combining focus group and survey techniques was used, which were applied to customers with active accounts in the banks studied. The findings revealed differences in the molecular model between using the mobile app and visiting the physical branches. Moreover, service availability influences the choice between these options, specifically for Banco Pichincha. Additionally, it was inferred that satisfaction levels vary in relation to service availability, encompassing key aspects such as service hours, accessibility, and user-friendliness. In summary, this study supports the notion that financial institutions must balance their technological advantages with a satisfying and accessible user experience to maintain competitiveness in an ever-changing industry.