Efectos de las políticas de crédito en la percepción de confianza del consumidor de instituciones financieras en la ciudad de Cuenca

Abstract

Consumer trust plays a crucial role in marketing research as it influences the perception and evaluation of products and services, based on perceived credibility influenced by previous experiences. This factor is essential for business success as it underpins customer loyalty, according to Luhmann's (2000) model of fear and trust, which explains that trust is built on the expectation of consistent and predictable behavior. In the financial sector, trust is related to the perception of ethical and transparent behavior of entities. Given the importance of trust in the financial sector, research focuses on understanding how credit policies affect consumer perception. It is highlighted that trust is formed through positive experiences and repetitions. Lack of understanding of the financial system can lead to biased perceptions based on personal interests (Brenner et al., 1996). Research indicates that factors such as risk assumption directly impact consumer trust (Hussein, 2010). The relationship between credit policies and consumer trust is examined in a study with Mutualista Azuay. Research objectives, questions, and hypotheses are established, suggesting that requirements and benefits affect trust. The methodology involves a quantitative approach and the application of statistical tests to verify hypotheses. The results confirm that credit policies influence consumer confidence, showing differences in perception based on requirements and benefits. The importance of benefits in consumer confidence is highlighted. The research concludes that financial institutions must carefully manage their credit policies, effectively communicating them to increase consumer trust. The need to balance requirements and benefits to strengthen the relationship with customers is highlighted.