Revisión sistemática de la literatura: el customer engagement en los servicios financieros
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https://doi.org/10.56563/costosygestion.107.e5Palabras clave:
compromiso del cliente, satisfacción, confianza, servicios financieros, valor del clienteResumen
Este estudio tiene como objetivo averiguar acerca de los factores vigentes del Customer Engagement en los servicios financieros. Para ello, se realizó una revisión bibliográfica, aplicando la metodología PRISMA analizando los datos empíricos y teóricos disponibles desde el año 2014 hasta el 2023, en revistas indexadas en Scopus. Los principales hallazgos comprenden la relación del Customer Engagement y sus predictores, teniendo en cuenta a las tecnologías emergentes para la formulación de respuestas y la aplicación de estrategias de marketing digital enfocadas en fortalecer la relación con el cliente. Asimismo, se resalta la importancia de la organización interna para gestionar la retroalimentación de los clientes. En términos prácticos, se concluye que futuras investigaciones en cada país serían fundamentales para profundizar en las particularidades locales que influyen en el Customer Engagement. Esto permitiría obtener insights valiosos y específicos para generar valor con los clientes en cada contexto, optimizando las estrategias de marketing y fortaleciendo el compromiso en el sector financiero.
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