Comunicación organizacional y confianza del cliente en entidades financieras de Guayaquil

Abstract

The present study analyzes the relationship between organizational communication and customer trust in financial institutions in the city of Guayaquil, within a context characterized by high competition and increasing digitalization of the banking sector. It is based on the premise that trust constitutes a strategic asset for financial institutions, as it directly influences customer loyalty, retention, and satisfaction. From this perspective, organizational communication is understood as a comprehensive process that encompasses both traditional and digital channels, and that must ensure clarity, coherence, and transparency in the messages conveyed. The research adopts a quantitative, descriptive approach, using surveys administered to customers of Banco Pichincha, Banco Guayaquil, and Produbanco. The results make it possible to identify how users perceive the communicational effectiveness of these institutions and its impact on the trust placed in them. Likewise, the findings show that clear, timely, and coherent information strengthens the perception of institutional credibility, while communicational inconsistencies generate distrust. Finally, the study provides practical and academic recommendations to improve communication management in the local financial sector.