Análisis de satisfacción de la banca digital en los estudiantes de la Universidad Técnica Particular de Loja periodo 2024

Abstract

Abstract: The objective of this research is to analyze the satisfaction of digital banking in the UTPL students, using a qualitative approach with exploratory descriptive methodology, by applying a survey through Google Form, to 372 students of face-to-face modality period 2024, which has a segmentation of gender. The survey consists of 13 questions to meet the objective of the student profile, resulting in the vast majority belonging to generation Z, with ages of between 17 and 29 years old, single, without family responsibilities, residents of the city and province of Loja; To identify the factors that influence customer satisfaction, four dimensions, taking into account the ease of balance consultation in digital banking being one of the most important representing 86.29%; while to determine the level of satisfaction, five dimensions were used, which takes into account that users are satisfied that most of their banking transactions can be carried out digitally represented 84.57%.