Calidad del servicio en los canales digitales y su influencia en la satisfacción del cliente en instituciones financieras de Guayaquil

Abstract

The starting point for this research stems from the rise of digital banking, where the quality of service of mobile applications has become a factor influencing user satisfaction levels, particularly in relation to issues linked to their interface, responsiveness, and the efficiency of these online platforms. For this reason, the objective was to evaluate the quality of digital services and their effect on customer satisfaction in the financial sector in Guayaquil. To this end, a quantitative, non-experimental, cross-sectional, and correlational methodology was applied. A survey was conducted among 384 users of financial institutions that use digital banking, using a structured questionnaire with 30 items. Internal consistency was high in all dimensions (α between 0.938 and 0.967). The main result showed a strong overall relationship between digital service quality and satisfaction (r = 0.916; p = 0.000), as well as high relationships by dimension (r = 0.855–0.874) in the sample analyzed. Thus, it was concluded that good digital service quality directly influences satisfaction and continued use of digital banking, especially when platforms are simple, secure, and stable. Likewise, responsive and timely digital customer service reinforces user confidence and improves their experience in the financial sector.