Los sistemas de expectativas versus aspiracionalidad en servicios financieros donde se integra el modelo molecular como fuente de servucción. Caso de estudio: Cooperativa de Ahorro y Crédito Señor de Girón matriz y sucursales (6 sucursales)

Abstract

Actually, consumers of banking services have a minimum level expected in terms of the service to be received, this due to past experiences with other factors that form expectations; Given the above, and knowing that the spirit of marketing services, part of the understanding of expectations, as a key axis to carry out correct service processes. This article identifies the expectation systems of the customers of the Cooperativa de Ahorro y Crédito Señor de Girón, as well as how they move considering aspirationality and other factors that, in the same group of members, represent different levels of expected service. For this, a structured survey was applied to 322 partners. When considering the factors that form expectations, with respect to service elements, infrastructure (service space, parking), service personnel (personal image, behavior, capabilities), other customers (behavior in the system) and systems (waiting queues, internal systems), the expectations systems of the members of the Cooperative are established. In the final system, it is verified that the expectations regarding the cooperative's personnel (service provider and contact personnel) are the ones that vary the most, moving based on the agency of concurrence, situation of use, benefit sought, age and sex, and even the amounts to be transacted, are determinants that mark differences in the expectation systems of the same set of partners for the same service.