Innovación Bancaria en el Ecuador: Análisis de los determinantes en el uso de ATM ́s en la ciudad de Latacunga, provincia Cotopaxi año 2024

Abstract

Abstract: This paper focuses on banking innovation, mainly in the use of automated teller machines (ATM´s) in Latacunga, Ecuador. Through an exhaustive analysis, the determining factors that affect the adoption and use of ATM´s in this locality are identified, considering some aspects such as convenience, security and accessibility, therefore, the non-experimental research method was used, based on the collection of information from primary sources. The impact of banking innovation in the Ecuadorian financial sector is analyzed, highlighting the importance of these technologies in ATM´s to improve the customer experience and the operational efficiency of financial institutions. This analysis was based on the TAM model, whose elements were analyzed using the Adanco model to demonstrate and validate the levels of relationship and connectivity between the constructs proposed in the survey applied to the population of Latacunga, whose results generally reflect that the perception of usefulness (PU) and the intention to use (UI) maintain a positive relationship with each of them.