LA IMPORTANCIA DE LA OMNICANALIDAD EN SERVICIO FINANCIERO DE LAS PERSONAS NATURALES CLIENTES ACTIVOS DE LA BANCA ECUATORIANA.

Abstract

The financial sector has been exposed to conventional changes. The correct application of technologies take an important role in defining processes and forms of self-service for individuals, reaching to transform economic criteria through the use of tools and applications with Internet connection, allowing sustained growth of the sector because of the diversity and distribution of electronic services. This research describes the perceptions of people facing the use of these services. A survey to collect data and determine the importance of omnichannel in financial services was applied. The analytical development of the survey identifies the characteristics of financial services and the relationship they should have to provide customer satisfaction.