Innovación Bancaria en el Ecuador: análisis de los determinantes en el uso de ATM s en la provincia de Manabí, cantón Rocafuerte, año 2025

Abstract

Abstract: Innovation constitutes a process of renewal, increasing new strategies where companies undertake the task of transforming ideas into new products or services. This is also the case in the banking sector. Therefore, this research focuses on analyzing banking innovation, specifically the use of ATMs in the province of Manabí, canton of Rocafuerte. The research is framed within a quantitative approach and a positivist paradigm, aimed at measuring the factors associated with the use of ATMs in the canton of Rocafuerte. The analysis reflects a descriptive-correlational scope, appropriate for determining user behavior and analyzing the relationship between variables. The population consists of the economically active population with access to financial services, from which a probabilistic sample is selected, calculated with a 90% confidence level and a 3% margin of error. The data collection technique is a survey, administered using a structured and validated questionnaire distributed via Google Forms. The data are processed in Microsoft Excel, adhering to ethical criteria of confidentiality and informed consent, providing empirical evidence on financial innovation in the local context.